23E47000 - Digital Marketing, 08.09.2020-20.10.2020

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Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.

LEARNING OUTCOMES

Understand the role of different online marketing channels throughout the customer journey. Apply the principles of search engine marketing, online advertising, email marketing, social media marketing, and relationship marketing to reach strategic outcomes. Understand the critical importance of managing online privacy, both from a marketer’s and a customer’s perspective.

Credits: 6

Schedule: 08.09.2020 - 20.10.2020

Teacher in charge (valid 01.08.2020-31.07.2022): Alexei Gloukhovtsev

Teacher in charge (applies in this implementation): Alexei Gloukhovtsev

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

  • Valid 01.08.2020-31.07.2022:

    Recent studies suggest that almost 60% of new marketing jobs are in digital marketing. In this course, students will gain an understanding of the practical skills necessary to succeed in the online marketplace. This course will also teach students to think strategically about digital marketing, and how to develop, implement, and analyze digital marketing strategies using electronic media.

Assessment Methods and Criteria

  • Valid 01.08.2020-31.07.2022:

    • Independent exercises (individual and group)
    • Final exam

     

Workload

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours: 
    1. Lectures
    2. Group exercises
    3. Independent Work and Exam Preparation
    4. Exam (3 h)

DETAILS

Study Material

  • Valid 01.08.2020-31.07.2022:

    Coursebook: Urban, Glen L (2004) Digital marketing strategy: text and cases. ISBN 0-13-183177-1, not obligatory, (Availability)

    A collection of articles indicated by the lecturer

Prerequisites

  • Valid 01.08.2020-31.07.2022:

    23A00110 Markkinoinnin perusteet or equivalent (an introductory course in marketing).

SDG: Sustainable Development Goals

    10 Reduced Inequality

    16 Peace and Justice Strong Institutions

Rules of Conduct - Students´ Rights and Responsibilities (in force from 1 August 2020)

Aalto University Code of Academic Integrity and Handling Violations Thereof