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721472S Digital Marketing, 6 ECTS cr 
Code 721472S  Validity 01.08.2011 -
Name Digital Marketing  Abbreviation Digital Marketi 
Scope6 ECTS cr   
TypeAdvanced Studies Discipline6313 Marketing 
  Grading1 - 5, pass, fail 
Unit Oulu Business School 

Tero Huhtala 

ECTS Credits 

6 credits

Language of instruction 



Period 2 (Year 1)

Learning outcomes 

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.


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

Mode of delivery 

Blended approach

Learning activities and teaching methods 

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

Target group 

Master’s level students in marketing.

Recommended optional programme components 

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

Recommended or required reading 

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

Assessment methods and criteria 

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


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

Person responsible 

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

Working life cooperation 

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

Other information 

The number of students is limited.


Current and future instruction
Functions Name Type ECTS cr Teacher Schedule
registration period has ended Digital Marketing  Course  Timo Koivumäki  01.11.21 -10.12.21

Future examinations
No examinations in WebOodi