Curricula
Description
| KL00EH24 | Data-Driven Marketing (5 cr) |
| Prerequisites | No pre-requirements |
| Objectives | The student understands the significance of data and data-driven approaches in business. They comprehend how data-driven marketing relates to systematic business development. The student is familiar with the concept of permission marketing and understands how EU's data protection legislation (GDPR) impacts the practical work of marketers. They are knowledgeable about the main objectives, metrics, and data-driven optimization processes related to websites, search engine marketing, social media channels, and email marketing. |
| Content | This self-study course provides the basic knowledge of data-driven marketing. The course consists of five sections (5 * 1 credit). Participants can choose to complete 1-5 sections. The course is conducted on Moodle. There are no prerequisites for the course. Section 1: Data-driven marketing (introduction, strategy, permission marketing, GDPR) Section 2: Web analytics Section 3: Search engine marketing analytics Section 4: Social media marketing analytics Section 5: Email marketing analytics |
| Recommended optional programme components | If necessary, the student advisor will recommend optional programme components for each student based on their individual study plan. |
| Accomplishment methods | A course to be completed independently and at one's own pace online, on the Moodle platform. Each 1 credit section includes competency demonstration and assessment. |
| Execution methods | Offered annually online, on the Moodle platform. |
| Materials | Presentations, video recordings and articles. Literature: Niko Lahtinen, Kimmo Pulkka, Heikki Karjaluoto, Joel Mero. 2022. Digimarkkinointi. Alma Talent. Helsinki. |
| Literature | Not applicable |
| Evaluation Criteria | Approved/Failed |
| Evaluation Criteria | |
| Assessment Frameworks | Not applicable |
| Further Information | The course covers the fundamentals of data-driven marketing, familiarizes participants with the key objectives and metrics of marketers' work, and explores the data accumulated from digital sources as well as the tools and technologies needed for data-driven operations in marketing organizations. The course also delves into the concept and practices of permission marketing, as well as customer data privacy. |
| Responsible persons | Annikka Impiö |
| Links | Not applicable |
Implementations
Show old implementations
- 11.03.2024 - 31.12.2024 (KL00EH24-3001 | LIK20SPM, LIK22SPM, LIK21SPM, LIK21KPM, VAP-LIIKE23, LIK20KPM, LIK22KPM)
20.5.2024 10:54:42