E-marketing and multichannel strategiesLaajuus (5 cr)

Objective

Students can analyse the effects of the digital economic and competitive environment to the marketing of a company. Students can evaluate the possibilities of multichannel strategies as a part of a company’s business operations. Students can apply the means of e-marketing and draw up a goal-oriented and justified e-marketing development plan.

Content

How does the digital economic and competitive environment affect a company’s marketing? What is the role and importance of strategy-based e-marketing as a part of a company’s e-business? How can multichannel strategies be utilised in sales, communications and customer service? What is a well-functioning webstore like? How can a company’s website be developed and how is traffic created and measured? How can social media be utilised in business?

Qualifications

Basic business skills required.

Accomplishment methods

Students can
a. acquire, process, produce and evaluate critically data about the effects of the digital operational and competitive environment to the marketing of a company
d. be responsible for and develop e-marketing operations independently
e. evaluate the possibilities of multichannel strategy and justify them from the management and development viewpoint
g. communicate the plan proficiently and logically