Digital marketing communicationsLaajuus (5 cr)

Objective

You can describe key processes and factors in digital business.
You can describe how customers’ purchasing process, customer experience and customer loyalty can be supported by means of digital marketing.
You can assess and develop the functionality of an organization’s digital marketing from the user-driven viewpoint.
You can evaluate the role of content and channel decisions as essential parts of an organization’s digital marketing.

Content

What is the role and importance of digital marketing as part of a company’s digital business; what are the components of digital marketing?
How can customers’ purchasing and decision making process be supported by means of digital marketing?
What is a well-functioning website of a company like and how is customer traffic generated and measured?
What is a well-functioning online store like: layout, usability, implementation and legal rules?
How to support digital business by search engine marketing?

Qualifications

Customer-oriented marketing 5 ECTS credits
Customer insight and customer experience 5 ECTS credits

Accomplishment methods

Students can
c) identify interrelated tasks of digital marketing
e) choose and apply appropriate ways of carrying out digital marketing and justify their choices