Digital MarketingLaajuus (5 cr)

Objective

Student knows how to utilize digital marketing channels and apply theory into practice. Student recognizes the importance of a website and knows how to increase number of visitors and their engagement. S/he knows the basics of web analytics.

Content

Digital marketing channels, ie. SEO, SEM, display advertising, content marketing and social media. Definitions of inbound and outbound marketing. Targeting, buyer personas and buyer’s journey. The role of search engines in creating web traffic. Students complete the Google Analytics for Beginners Certificate.