Digital Marketing (5 cr)
Code: HY00BM77-3006
General information
- Enrollment
-
20.05.2024 - 26.05.2024
Registration for the implementation has ended.
- Timing
-
01.08.2024 - 31.12.2024
Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 0 cr
- Virtual proportion
- 5 cr
- Mode of delivery
- Distance learning
- Campus
- Laurea Virtual Campus
- Teaching languages
- English
- Seats
- 20 - 40
- Degree programmes
- Degree Programme in Leading Transformational Change (HYD5), Virtual Campus
- Teachers
- Eija Lipasti
- Teacher in charge
- Eija Lipasti
- Groups
-
HYD524SJDegree Programme in Leading Transformational Change, yamk, virtual studies, S24, Virtual Campus
- Study unit
- HY00BM77
Learning outcomes
The student is able to:
• Develop digital marketing strategies using electronic media
• Implement digital marketing strategies into practice
• Evaluate product, pricing, distribution and communication marketing functions in a firm’s internet marketing strategy
• Use digital analytics to evaluate and optimize the effectiveness of digital marketing strategies
Literature: Kotler et al, 2018, Marketing 4.0
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Mar keting, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist
Studying methods: exercises, online discussions, group project work, examination
Location and time
Event Date and Time
DL Task: Present yourself September 1, 11.59 PM
Online: First meeting September 4, 3:30 PM - 5:00 PM
Online Lecture September 11, 3:30 PM - 5:00 PM
Online Lecture September 18, 3:30 PM - 5:00 PM
DL Return: Fundamentals of Digital Marketing certification September 29, 11:59 PM
Online: Guidance session October 2, 3:30 PM - 4:00 PM
Online: Guidance session October 9, 3:30 PM - 4:00 PM
DL Return: Presentation October 22, 11:59 AM
DL Return: the whole workbook October 22, 11:59 AM
Online: Presentations October 23, 2:00 PM - 5:00 PM
Materials
Kotler et al, 2017, Marketing 4.0, Moving from traditional to digital
Kotler et al, 2021, Marketing 5.0, Technology for humanity
Chaffey&Smith, Digital Marketing Excellence, 2017: Planning, Optimizing and Integrating Online Marketing
All the books can be found through Laurea Library's Finna resources.
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Marketing, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist
Teaching methods
This study unit will be offered online starting on the 26th of August 2024 on the Laurea learning platform Canvas. The workspace of the course will open then.
The course will be finalized at the end of October.
Digital marketing is fundamental for any company or organisation , event, person or phenomenom. During this study unit we concentrate on gaining basic knowledge on digital marketing techniques and possibilities.
The following themes will be presented in the course:
Orientation and getting to know each other
Module 1: Digital transformation impacting marketing, marketing strategy and objectives, reaching customer through electronic channels
Module 2: Online advertising, SEO and CRM&marketing automation
Module 3: Video, social media, and buzz&influencer marketing, Campaign planning
Module 4: Groupwork
Employer connections
Students are expected to find organisations that they focus on in their coursework or alternatively work with another student(s) to accomplish the assignments.
Exam schedules
Please, see above.
Completion alternatives
According to degree regulations “All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.”
Please, visit Laurea Infra and contact Eija Lipasti (eija.lipasti@laurea.fi) if you want to proceed with demonstration of competence.
Student workload
One credit equals approximately 26,7 hours of work performed by the student. Note: this is average and depending on student's prior knowledge on the course themes accomplishing the course may require student longer or less than the average.
Evaluation scale
H-5
Further information
The study unit corresponds to the requirements of Master's level education.