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721472S Digital Marketing, 6 op 
Tunniste 721472S  Voimassaolo 01.08.2011 -
Nimi Digital Marketing  Lyhenne Digital Marketi 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
LajiOpintojakso   
  Arvostelu1 - 5, hyv, hyl 
 
   
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Opettajat
Nimi
Timo Koivumäki 

Kuvaus
Laajuus 

6 credits

 
Opetuskieli 

English

 
Ajoitus 

Period 2 (Year 1)

 
Osaamistavoitteet 

After completing the course, the student is able to (1) understand the core concepts related to digital marketing, (2) assess the characteristics of digital media in comparison to traditional media, (3) plan digital marketing at strategic and tactical levels, and (4) analyze digital marketing performance against the business objectives.

 
Sisältö 

This course provides a holistic understanding of how digital marketing strategies are managed and planned in the organizations. The course addresses the strategy formulation of digital marketing and its implementation via a variety of tactics. Emphasis is also placed on the use of digital analytics for measuring and optimizing digital marketing performance. During the course, students will craft a digital marketing plan for a company of their choice. The course contents include (1) transformation in customer behavior and marketing practices due to digitization, (2) identification of digital marketing objectives and strategy, (3) digital marketing tactics, (4) digital analytics, and (5) strategic planning and management of digital marketing

 
Järjestämistapa 

Blended approach

 
Toteutustavat 

36 hours lectures. In addition, independent reading of the articles and other related material, 124 h.

 
Kohderyhmä 

Master’s level students in marketing.

 
Yhteydet muihin opintojaksoihin 

The course is an independent entity and does not require additional studies carried out at the same time.

 
Oppimateriaali 

Article collection AND other material appointed by the lecturer as well as possible compendium.

 
Suoritustavat ja arviointikriteerit 

Assignments (30%), Group work (70%)

 
Arviointiasteikko 

The course unit utilizes a numerical grading scale 1-5. In the numerical scale zero stands for a fail.

 
Vastuuhenkilö 

Professor Timo Koivumäki and Dr. Teck Ming (Terence) Tan

 
Työelämäyhteistyö 

First-hand experience of social media and other digital marketing practices and analytics. Visiting lecturers from companies and/or other expert organizations

 
Lisätiedot 

The number of students is limited.

 


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