23E47000 - Digital Marketing, Lecture, 14.9.2021-28.10.2021

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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: 14.09.2021 - 28.10.2021

Teacher in charge (valid for whole curriculum period):

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

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

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

  • valid for whole curriculum period:

    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 for whole curriculum period:

    • Independent exercises (individual and group)
    • Final exam

     

Workload

  • valid for whole curriculum period:

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

DETAILS

Study Material

  • valid for whole curriculum period:

    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

Substitutes for Courses
Prerequisites
SDG: Sustainable Development Goals

    10 Reduced Inequality

    16 Peace and Justice Strong Institutions

FURTHER INFORMATION

Further Information

  • valid for whole curriculum period:

    Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) Information and Service Management MSc-program, (3) CEMS-students, (4) BIZ exchange students, (5) Aalto BIZ B.Sc. students with 150 credits, (6) other BIZ students.


    Teaching Period:

    2020-2021 Autumn I

    2021-2022 Autumn I


    Course Homepage: https://mycourses.aalto.fi/course/search.php?search=23E47000


    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu (sisu.aalto.fi) instead of WebOodi.

    Check registration time in Sisu.

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