LEARNING OUTCOMES
Understand how the evoluation of digital technology has transformed marketing practice and strategy. Understand the importance of managing the online customer journey and the role of different online marketing channels throughout the journey. Apply the principles of search engine marketing, online advertising, email marketing, social media marketing, and relationship marketing to reach strategic outcomes. Understand the applications and implications of AI, the common criticisms of digital marketing practices, and the critical importance of managing online privacy, both from a marketer and customer perspective.
Credits: 6
Schedule: 21.10.2024 - 04.12.2024
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
DETAILS
Study Material
valid for whole curriculum period:
A collection of articles indicated by the lecturer
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
16 Peace and Justice Strong Institutions
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Teaching Language: English
Teaching Period: 2024-2025 Autumn II
2025-2026 Autumn IIRegistration:
The number of students admitted to the course is restricted to 60. 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.