Multichannel BusinessLaajuus (5 cr)

Objective

After completing the course, the student

-understands the principles for a profitable and customer-focused marketing activity within the chosen field of business
-is able to analyse the values and multichannel business
-understands the significance of emotions in social media discussions for business
-is able to use AI in multichannel business metrics

Content

-multichannel business (focus on marketing)
-a company as an object of emotions in social media (incl. brand romance, word of mouth, emotional intelligence, halo effect, groundswell)
-digital value creation
-AI as enabler in multichannel business

Qualifications

Basic business studies in marketing