| KB00DN09 | Digital Marketing (5 cr) |
| Prerequisites | Not applicable |
| Objectives | The student understands the basics, methods and theories of digital marketing and its role as a part of marketing strategy. After the course, the student understands the meaning of marketing digitalization, and knows the basic concepts of digital marketing |
| Content | Basic concepts and terms of digital marketing. Special characteristics of digital marketing and its ecosystems. Special characteristics of digital products, pricing, distribution, and digital marketing communication requirements. Channel design of digital marketing. Introduction to content marketing, social media, online advertising, search engine advertising, search engine optimization and analytics. Introduction to Google digital marketing tools (e.g. Ads and 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 | Not applicable |
| Execution methods | Not applicable |
| Materials | Not applicable |
| Literature | Not applicable |
| Evaluation Criteria | Not applicable |
| Evaluation Criteria |
satisfactory (1-2) You demonstrate your familiarity with the knowledge base and concepts in the course assignments. You search information from various sources and select trustworthy sources of expert information. You develop your professional know-how with the help of the knowledge base. You follow the instructions and guidelines given in the course. good (3-4) You use professional terminology consistently in the course assignments. You search information from the relevant sources in the professional field and evaluate critically the sources you used. You apply knowledge base actively to develop your professional know-how. You act in a planned and systematic manner to reach the learning objectives of the course. You act in a group actively and responsibly to achieve the set goals. You follow the instructions and guidelines given independently and responsibly. excellent (5) You use professional terminology widely and consistently in the course assignments. You search actively and independently information from professional sources in the field and increase the width of your professional know-how. You show your know-how of the knowledge base through discussion and communication in various situations. You can justify your actions based on researched information. You act in a group actively and responsibly to achieve the set learning objectives. You follow the instructions and guidelines given independently and responsibly. You function in a group as a responsible member, also by organizing the group?s activities. You observe and consider safety instructions and ethical principles. |
| Assessment Frameworks | Not applicable |
| Further Information | Not applicable |
| Responsible persons | Not applicable |
| Links | Not applicable |