Digitalisation and Marketing
| Structure Type: | Study unit |
|---|---|
| Code: | DJ00BV06 |
| Curriculum: | HY 2025T / 2026T IDKJ 2025T |
| Level: | Master of Business Administration |
| Year of Study: | 2 (2026 / 2026-2027 / 2027) |
| Semester: | Spring / Autumn |
| Credits: | 5 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | Finnish |
Learning Outcomes
The student is able to apply the components of marketing planning and strategic actions as part of a successful marketing plan (marketing competence). The student can assess their own strengths and areas for development (learning skills) and is able to interact online effectively. The student possesses proficiency in written Finnish and can express themselves clearly and professionally. The student can produce high-quality written reports (Finnish language skills).
Student's Workload
The total workload of the course is 5 cr = 135 hours, which includes online sessions held remotely, independent and group work, as well as self-assessment and feedback.
Prerequisites / Recommended Optional Courses
-
Contents
The student plans and implements marketing activities by applying digital marketing communication methods. The course is divided into modules. Upon completing the course, the student will be able to ideate and produce new approaches to assigned tasks (innovation skills) and operate effectively and constructively within the marketing process. The student is able to give and receive feedback (work entity skills) and understands the significance of artificial intelligence in marketing (AI skills).
The modules of the course are as follows:
1) current situation analysis and segmentation
2) strategy and spearhead product
3) competitive means of marketing, with an emphasis on social media marketing.
Recommended or Required Reading and Other Learning Resources/Tools
- Komulainen, M. (2023). Menesty Digimarkkinoilla. Kauppakamari. ekirja.
- Other material produced by the teacher on Moodle.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Teaching is carried out both through online lessons and independently completed learning tasks. The teaching methods of the remote face-to-face lessons include dialogue, group work, brainstorming and various digital teaching methods.
Assessment Methods
Scale 0-5.