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Master's Degree Programme Digimarkkinoinnin johtaminen

Degree:
Master of Business Administration

Degree title:
tradenomi (ylempi AMK), Master of Business Administration

Credits:
90 ects

Degree programme description

Core competence, 30 ECTS credits

The core competence studies comprise six courses focusing on the operating environment of digital marketing and the implementation and development of digital marketing:

- Changes in the company's operating environment, trends and opportunities for new business, and management of change
- Digital marketing content and multi-channel strategies in terms of communication, customer acquisition, sales and customer experience
- Research and development in digital marketing

Courses
Strategic change management in digital economy 5 ECTS credits
Marketing in digital channels?5 ECTS credits
Customer acquisition and sales 5 ECTS credits
Research-based development in business 5 ECTS credits
Customer experience 5 ECTS credits
Content marketing?5 ECTS credits

Some of the complementary studies can also be completed as digital projects with a connection to the world of work. A minimum of 10 credits of research and development studies must be included in the selection of core competence courses to support the master’s thesis writing process. At least one 5-credit course in complementary competence studies must be completed in English.

Complementary?competence?

You can choose complementary competence studies from a wide?range?of Xamk Master School’s common studies?based on?your interests.??

The common studies comprise courses?instructed?both in Finnish and English and include the following:???

Research and development??
Management, leadership and entrepreneurship??
International working environments??
Information, digital services and networks.??

You can also choose complementary competence?studies from other universities?provided they are?offered as?master’s degree?level?studies.?

If?you have previously completed studies at the level of EQF 7,?and they match the objectives of the degree?programme, they can be accredited as part of your studies.? More information is provided by the Degree Programme Coordinator.??

Objectives

After completing the degree programme studies, you are more confident to implement, manage and develop digital marketing. You have a strong knowledge base, tangible practical skills, and up-to-date understanding of emerging marketing technologies. You know how to develop digital marketing to grow your business.

The degree programme is especially designed for people already working in a small / medium-sized company who are involved in implementing and developing digital marketing. You want to improve your skills and broaden your vision. In your work, you are responsible for obtaining business results as well as planning and implementing oprations related to e.g. electronic customer service channels (websites, social media, chat), e-commerce, communications, customer service, content marketing, marketing automation, marketing analytics or sales. In all course assignments, you will develop your company's digital marketing practices.

In order to qualify for these master’s degree studies, you must have a bachelor’s degree in Business Administration. A bachelor's degree from another field may also be suitable if your work experience is from digital marketing positions.

There is a growing demand for digital marketing experts. By completing this programme, you take a step ahead in your career and strengthen your position as a digital marketing expert or manager in the industrial, service or business sectors, or as an entrepreneur.

Implementation of studies and flexible learning tracks

You can complete the degree programme entirely online, depending on the type of studies you choose as complementary competence studies. Most students in the programme also work, which has been taken into account in the organisation of online studies. Online courses are guided and instructed by teachers, and the scheduling of assignments is announced at the beginning of each course.

Course assignments are linked to analysing and developing your own company's business and digital marketing. In addition to Xamk's lecturers, up-to-date content is also produced by digital marketing and business experts.

The starting day of the programme studies is organised on Mikkeli Campus. This allows the students to get acquainted with other digital marketing experts. The dates of on-campus tuition or other face-to-face activities as agreed together. In-class lessons are scheduled for weekdays, and comprise content that facilitates learning, discussion and exchange of views together. Participation is voluntary but highly recommended.

On average, a student who combines work and studies earns about 15 ECTS credits per semester, which equals 400 hours of workload. If the student's personal schedule allows (for example, a study leave), it is possible to make progress faster. Parallel courses can be chosen from complementary competence studies. This is agreed upon when creating a personal study plan.

In complementary competence studies, groups consist of students from various fields. Most of the complementary competence studies are carried out by means of online courses. Some courses entail attending classroom lessons or lectures on campus, totalling approximately 3 days per each 5-credit course. The classroom lessons and lectures are scheduled for weekdays between 9 a.m. to 4 p.m.

Learning environments

During the studies, one's own company is a key learning environment where the course contents are applied, and digital marketing developed. In addition, our cooperation with companies offers students other real life projects that are worth completing as part of their complementary studies.

Management of Digital Marketing, master studies
Code
(DMMI24KY)
Management of Digital Marketing, master studies
Code
(DMMI23KY)
Management of Digital Marketing, master studies
Code
(DMMI22KY)
Enrollment

06.04.2023 - 21.04.2023

Timing

18.09.2023 - 05.11.2023

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Distance learning

Unit

Liiketalouden koulutusyksikkö

Campus

Ecampus

Teaching languages
  • Finnish
Seats

20 - 40

Degree programmes
  • Master's Degree Programme Digimarkkinoinnin johtaminen
Teachers
  • Marja-Leena Koskinen
Teacher in charge

Marja-Leena Koskinen

Groups
  • DMMI23KY
    Management of Digital Marketing, master studies

Objective

You are able to identify the potential of content marketing in your own business.
You can develop and plan a company's content strategy based on the company's marketing strategy.
You can evaluate the effectiveness of content marketing.

Content

How to create a content strategy based on your company’s marketing goals?
How is the content strategy implemented in practice?
How is storytelling utilized in content production?
How is the effectiveness of content measured and analyzed?

Evaluation scale

1-5

Enrollment

06.04.2023 - 21.04.2023

Timing

21.08.2023 - 15.10.2023

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Distance learning

Unit

Liiketalouden koulutusyksikkö

Campus

Ecampus

Teaching languages
  • Finnish
Seats

20 - 40

Degree programmes
  • Master's Degree Programme Digimarkkinoinnin johtaminen
Teachers
  • Heli Kesämaa
  • Marja-Leena Koskinen
Teacher in charge

Heli Kesämaa

Groups
  • DMMI23KY
    Management of Digital Marketing, master studies

Objective

You are able to identify and evaluate the importance of customer personas as a basis for developing the customer experience.
You are able to define and evaluate the factors influencing the formation of the customer experience and identify them in practice.
You are able to measure, analyze and improve the customer experience.

Content

How do the valuations of different customer personas affect the customer experience?
How and from what different factors does the customer experience consist of?
How is the customer experience measured?
How to improve the customer experience?

Evaluation scale

1-5

Enrollment

06.04.2023 - 21.04.2023

Timing

09.10.2023 - 10.12.2023

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Distance learning

Unit

Liiketalouden koulutusyksikkö

Campus

Ecampus

Teaching languages
  • Finnish
Seats

20 - 40

Degree programmes
  • Master's Degree Programme Digimarkkinoinnin johtaminen
Teachers
  • Hoa Ngo
  • Atte Reijonen
  • Heli Kesämaa
Teacher in charge

Heli Kesämaa

Groups
  • DMMI23KY
    Management of Digital Marketing, master studies

Objective

You are able to assess the current research and development needs of your field and acquire reliable information as a background for development.
You are able to choose and justify an appropriate approach and research / development methods.
You know the process of master’s thesis implementation and know how to draw up a thesis research plan

Content

How do you identify and define the practical, theoretical and research starting points for the development needs?
What are the research and development approaches (research strategies)?
How to obtain empirical material for research and development work?
What does good scientific practice and research ethics mean?
How is the master’s thesis planned?

Evaluation scale

1-5