Digital Marketing Basics (5 cr)

Evaluation scale

H-5

Content scheduling

Timing: September 4th - November 6th, 2023

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- Content Marketing and Customer Journey
- The importance of a website/e-commerce site in marketing
- Web design principles (including SEO, mobile-first, UX/UI, accessibility)
- Opportunities in Social Media and Influencer Marketing
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Fundamentals of Google Analytics 4

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

Lecture materials and other materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.)

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)

Exam schedules

The course includes an exam to be taken on ITS. The exact date will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), lectures, an exam in ITS and group assignments.

Theory will be covered in lecture sessions as well as through independent study. The course also emphasizes presentation skills, and providing peer feedback.

At the end of the course, students will provide peer feedback on their group's collaboration, which the instructor can use in assessments (the instructor may adjust the student's grade based on systematically identified factors that raise or lower the grade according to the peer feedback).

Course Credits: 5 ECTS = approx. 135 hours of student work

The course has a 50% attendance requirement. The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

PRE-ASSIGNMENT: Compile a list of 20 digital marketing terms, including their English names and abbreviations, along with descriptions in Finnish. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (September 4th, 2023).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Further information

ITSLearning and email