Digital Marketing (KEV003), 3 op

Perustiedot

Esitietovaatimukset

This is course is an e-learning course with the majority of lecturing material and feedback offered using an internet site. The course if offered in English.

Sisältö (ydinaines ja -osaaminen)

By the end of the course, the student will be able to
- master e-Commerce basics and recognize EC models and applications
- identify the impact of digitalization on marketing activities
- update marketing strategies for the digital age
- draw up a practical company plan for developing digital marketing
- conduct online marketing research
- adapt the four Ps to digital marketing
- recognise features of eCRM (Customer Relationship Marketing)

Sisältö (täydentävä ja erityisosaaminen)

Tiedolliset oppimistulokset (ydinaines ja -osaaminen)

Rationale
The influence of digitalisation on business extends beyond the Internet and eCommerce. Failure to recognise new, revolutionary options for implementation or current opportunities for effective marketing could prove fatal to a company. This course provides an insight to the impact of digital technology on marketing activities.


Aims
The main aim of the course is to give students' both a theoretical and practical knowledge of how digitalisation has affected marketing activities. The course itself utilizes e-Learning methods.

Taidolliset oppimistulokset (ydinaines ja -osaaminen)

Kirjallisuus ja muu materiaali

Turban et. al. Electronic Commerce - a managerial perspective, Prentice Hall 2002 (selected chapters).
Books Available from EVTEK electronic library (ebrary):
Digital Marketing: Global Strategies from the World's Leading Experts, Author: Wind, John Wiley & Sons 2001 (0-471-36122-4)
Digital Marketing : Using New Technologies to Get Closer to Your Customers, Author: Rowan, Kogan Page, Limited 2002 (0-7494-3664-6)
Other material will be distributed during the course.

Opetusmenetelmät

Class attendance is not a requirement; however two intensive classes will be offered which will provide a helpful overview of the course and digital marketing. The rest of the lectures, assignment and feedback will be carried out via an internet site.
Topics for reports assignments suggested by the instructor

Opiskelijan kuormittavuus

Itsenäinen työskentely ja kirjallisuuteen tutustuminen - 22
Lähiopetus - 42
Projekti - 16

Arvioinnin perusteet

Class Attendance 20%
Research Report 80%

Koulutusohjelmakohtaiset kompetenssit