Aspects of Marketing and Marketing EnvironmentLaajuus (10 cr)

Objective

Digital Marketing:
- Student is able to utilize digital marketing as an asset in company’s marketing, and knows how to apply theory into practice.
- Student knows the key terminology and metrics.
- S/he knows the role of search engine optimization and campaigns in driving traffic to website.
- Students learn the fundamentals of Google Analytics.

Brand Management:
- Student understands the holistic 360° branding process, its content and meaning
- Student understands and can analyse the three big categories – FMCG (Fast Moving Consumer Goods), service- and b-to-b -categories

Content

- Digital marketing channels: SEO, SEM, display advertising.
- Definitions of Inbound and Outbound marketing, targeting.
- Digital campaigns and buying methods.
- Students get the Google Analytics for Beginners Certificate upon passing the exam.
- Branding process
- FMCG (Fast Moving Consumer Goods)
- Service and b-to-b brands