Mastering digital marketing tools
| Structure Type: | Study unit |
|---|---|
| Code: | TL00BR12 |
| Curriculum: | LT 2025 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 2 (2026-2027) |
| Semester: | Spring |
| Credits: | 5 cr |
| Responsible Teacher: | Välikangas, Eeva |
| Language of Instruction: | English |
Learning Outcomes
After completing this course, the student will be able to use essential tools and software for digital marketing effectively in various business contexts. The student will understand the strategic role of digital marketing as part of a company’s overall strategy and marketing efforts. Additionally, the student will develop entrepreneurial skills by gaining the knowledge necessary to plan and execute digital marketing campaigns tailored to business purposes, with a focus on achieving measurable results. The student will also understand and apply the basics of search engine optimization (SEO) and search engine marketing (SEM) to enhance online visibility and performance.
The student will apply foundational skills in visual marketing, including image editing, publication layout design, basic video and audio editing, and website creation and management to support digital marketing objectives. Furthermore, the course will enable the student to integrate the responsible use of artificial intelligence into digital marketing practices while ensuring data security and adhering to ethical considerations.
Contents
Fundamental terminology in digital marketing
Image editing, publication design, and editing tools
Social media marketing, content marketing and websites
SEO & SEM
Strategic digital marketing and the annual digital marketing calendar
Artificial intelligence and data security