The course is included in these curricula and study modules
- Business administration 2018 (marketing) - Marketing
- Business administration 2019 - Marketing
- Business administration 2020 - Marketing
- Business administration 2021 - Marketing - advanced studies
- Business administration 2022 - Marketing - advanced studies
- Business administration 2023 - Marketing - advanced studies
- International business 2019 - Marketing
- International business 2020 - Marketing
- International business 2021 - Marketing - advanced studies
- International business 2022 - Marketing - advanced studies
- International business 2023 - Marketing - advanced studies
The course takes place in period
2 (2023-10-23 to 2023-12-31)
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
2
Total number of ECTS
5 cr
Competency aims
In this study unit the following competencies are
in focus:
Competence in understanding the digital marketing,
its components and how the components can be
interconnected in order to achieve the business
objectives.
SDGs in focus:
9. Industry, innovation and infrastructure
Learning outcomes
Upon completion of this study unit:
You can explain concepts of digital marketing.
(Knowledge)
You can describe online consumer behaviour
processes.(Knowledge)
You can explore options for building traffic to
web sites.(Skills)
You review the role of various media platforms in
marketing.(Skills)
You are able to select appropriate techniques to
analyse digital marketing activities. (Approach)
Course contents
- Digital concepts and definitions
- The digital customer: motivation to be
online and digital purchasing processes
- Basic logic in online media: Paid, Earned and
Owned (PEO)
- Programmatic advertising
- Social Media marketing
- Content marketing
- Search engine optimization (SEO)
- Google Ads
- E-mail marketing
- Google analytics
Prerequisites and co-requisites
The course Introduction to Marketing must be
completed.
Additional information
Attendance at the introduction lecture is
mandatory which will take place at the campus. All
the other lectures are on-line via Zoom. In order to
complete the individual assignments, attendance at
the guest lectures is necessary. Attendance in
presentation of the group assignment is mandatory.
Recommended or required reading
Digital Marketing, Eight Edition (2022) av
Dave Chaffey, Fiona Ellis-Chadwick
Pearson
Digital Marketing, Seventh Edition (2019) by
Dave Chaffey, Fiona Ellis-Chadwick
Pearson
Material assigned during the course by
the lecturers and guest lecturers.
Study activities
- Lectures - 25 hours
- Small-group work - 10 hours
- Project- and production work/artistic activities - 50 hours
- Individual studies - 40 hours
- Seminars - 10 hours
Workload
- Total workload of the course: 135 hours
- Of which autonomous studies: 135 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Supported virtual education
Assessment methods
Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should pass the
following examinations:
An individual assignment
A group assignment
The assigments and the requirements will be
presented during the introduction lecture.
Teacher
Henriksson Robert
Examiner
Henriksson Robert
Home page of the course
Group size
No limit (51 students enrolled)
Assignments valid until
12 months after course has ended
Course enrolment period
2023-10-09 to 2023-10-23
Assessment methods
Date will be announced later - Reports and productions
| Date | Time | Room | Title | Description | Organizer |
|---|---|---|---|---|---|
| 2023-10-26 | 13:00 - 15:30 | B518 | Digital Marketing Landscape | Introduction | Henriksson Robert |
| 2023-10-31 | 09:30 - 12:00 | Z014 | Digital Marketing Landscape | Guest lecture Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-11-07 | 09:30 - 12:00 | Z014 | Digital Marketing Landscape | Guest lecture Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-11-09 | 14:15 - 15:15 | A412 | Läs framgångsrikt! Read for Success! - Book discussion in the hub A412 | Eklund Kaj Forsskåhl Mona Huldén Barbara Kimberley Nigel Nyström Janne Pusa Tatja Sandell Magdalena Vocke Jonna |
|
| 2023-11-13 | 16:30 - 18:00 | Z030 | Sisu session in English for IB students ONLINE | All students are to activate their study plan in the new student information system Sisu before December 2023. By activating your study plan before December you can enrol to your courses starting in January. If you do not activate your study plan before December: you cannot enrol to your courses and will therefore not be able to participate in lectures in January. More information: https://start.arcada.fi/en/news/topical/2023-10-04/arcada-is-changing-its-student-information-system-from-asta-to-sisu The session is held by Arcada's Student Affairs: sisu@arcada.fi. Link to the Teams-session: https://teams.microsoft.com/l/meetup-join/19%3ameeting_ZjdhODZlM2MtNjZiOC00YTQxLWE1N2UtZjRhODE4OTIzZTI0%40thread.v2/0?context=%7b%22Tid%22%3a%2286080f64-b23d-4f93-8c43-e65f2588b9c3%22%2c%22Oid%22%3a%2295120ab9-e6c5-4d68-b283-421bbe101856%22%7d | Ahlroth Siri Eerola Sabina |
| 2023-11-14 | 09:00 - 11:30 | Z014 | Digital Marketing Landscape | Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-11-14 | 16:30 - 18:00 | Z030 | Sisusession för FE studenter ONLINE | Alla studenter måste ta i bruk sin individuella studieplan i det nya studieadministrativa systemet Sisu innan december 2023. Genom att aktivera din studieplan innan decemeber säkerställer du att du kan anmäla dig till dina kurser som inleds i januari. Om du inte tagit i bruk och aktiverat din studieplan inom december kan du inte anmäla dig till kurserna och således inte delta i undervisningen som börjar i januari. Mer information: https://start.arcada.fi/sv/nyheter/aktuellt/2023-10-03/arcada-byter-studieadministrativt-system-fran-asta-till-sisu Sessionen ordnas av Arcadas studieärenden: sisu@arcada.fi Länk till Teams-sessionen: https://teams.microsoft.com/l/meetup-join/19%3ameeting_ZjVmODNjMDMtZjhjMC00MGNjLWJjNWMtZDIyZjVjZTJiZDcw%40thread.v2/0?context=%7b%22Tid%22%3a%2286080f64-b23d-4f93-8c43-e65f2588b9c3%22%2c%22Oid%22%3a%2295120ab9-e6c5-4d68-b283-421bbe101856%22%7d | Ahlroth Siri Eerola Sabina |
| 2023-11-21 | 09:30 - 12:00 | Z014 | Digital Marketing Landscape | Guest lecture Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-12-01 | 12:00 - 14:30 | Z014 | Digital Marketing Landscape | Guest lecture Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-12-08 | 10:00 - 12:30 | Z014 | Digital Marketing Landscape | Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-12-15 | 09:30 - 12:00 | Z014 | Digital Marketing Landscape | Guest lecture Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-12-18 | 09:00 - 11:30 | Z014 | Digital Marketing Landscape | Presentation - Group A Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |
| 2023-12-18 | 12:30 - 15:00 | Z014 | Digital Marketing Landscape | Presentation - Group B Join Zoom Meeting https://us06web.zoom.us/j/88198245462?pwd=RlvZH8H749rqShL75hXojTUBZWDtb3.1 Meeting ID: 881 9824 5462 Passcode: 498509 | Henriksson Robert |