YMAS3150 Introduction to Digital Marketing (6 op)

Arvosteluasteikko
0-5
Opetuskieli/-kielet
englanti
痴补蝉迟耻耻丑别苍办颈濒枚(迟)
Outi Niininen, Heikki Karjaluoto

Osaamistavoitteet

After completion of the course the student is able to:
1. Complete a comprehensive Situation Analysis to base digital marketing planning activities on
2. Understand the characteristics, opportunities and challenges of various digital marketing channels
3. Create Buyer Personas that can be utilised to support the sales function of your organisation as well as guide their Content creation
4. Conduct a website User Experience (UX) study and convert results into realistic website improvement suggestions
5. Appreciate how digital marketing should be integrated into the overall marketing objectives of the organisation

Suoritustavat

Contact teaching course, autumn semester 1st period. The study methods of the contact teaching course are specified in the study program annually.

厂颈蝉盲濒迟枚

This Introduction to Digital Marketing course integrates strategic marketing with creative use of digital marketing tools and offers comprehensive, practical guidance on how organisations can get the most out of digital technologies to achieve their marketing goals. This course provides a holistic introduction to commonly used digital marketing platforms including Websites, Search Engine Advertising, Search Engine Optimization, Display Advertising, Social media, Mobile Marketing, Content Marketing and e-Mail Marketing.

Content:
Content can be divided under these headings: Websites, Search Engine Advertising, Search Engine Optimization, Display Advertising, Social media, Mobile Marketing, Content Marketing and E-mail Marketing

尝颈蝉盲迟颈别诲辞迟

Articles and other supplementary material provided by the instructor.

Kirjallisuus

ISBN-numero Tekij盲, julkaisuvuosi, teoksen nimi, julkaisija
1292077611 Chaffey, D., Ellis-Chadwick, F. 2016. Digital marketing strategy, implementation and practice. 6th ed. Pearson.
9780203082812 Chaffey, D., Smith, P. R. 2013. Emarketing excellence: Planning and optimizing your digital marketing. 4th ed. Routledge (alternative book)
9781138191709 Chaffey, D., Smith, P. R. 2017. Digital marketing excellence: Planning, optimizing and integrating online marketing. 5th ed. Routledge (alternative book)

Arviointiperusteet

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

Esitietovaatimukset

Intermediate-level studies in marketing completed.