Developing Marketing (15 ECTS)

Objective

On completion of the course the student will be able to design and develop the company's ways of acquiring new customers, engage existing customers and to sell them more. The student will also be able to design and implement a business plan or a service development project for a new or existing product. The student knows how to analyze a company's operations and customers on the basis of information from various sources.

Content

- Customer service plans
- Multi-channel marketing planning
- Marketing program or customer program implementation, results
monitoring and reporting
- Various information sources of marketing and their exploitation
- Utilizing tools for running e-business

Materials

* Planning and implementation of marketing processes (Pia´s module):
- Materials from lectures
- HubSpot Academy content
- Digital Marketing Exellence Chaffey and Smith, Planning, Optimizing and Integrating Online Marketing, 5/E, Routledge
* Marketing analytics (Pirjo's part): teacher's materials, literature/articles and Google's materials
* Digital Marketing/Google AdWords (John’s part): teacher's materials, literature/articles and Google's materials
Recommend reading:
Digital Marketing: Strategy, Implementation and Practice, 5/E, Dave Chaffey, Pearsons publications
Digital Business and E-Commerce Management, Dave Chaffy 6/E, Dave Chaffey, Pearsons publications

Teaching methods

* Planning and implementation of marketing processes with HubSpot (Pia´s module): lectures and workshops
* Marketing analytics (Pirjo's part): lectures and workshops
* Digital Marketing/SEM (Search Engine Marketing)/Google AdWords (John’s part): lectures and workshops
Students will familiarise themselves with Google AdWords and learn how to run a full advanced Google AdWords campaign while at the same time recruiting a real life company to put learning into practice with a campaign for the client. The campaign will receive a voucher from Google in order to have a small budget.

Employer connections

* Planning and implementation of marketing processes (Pia´s module): ompany project and HubSpot certificates
* Marketing analytics (Pirjo's part): Visiting lecturers. Students should complete Google's general Google Analytics certificate during the course.
* Digital Marketing/Google AdWords (John’s part): Students will run a real life client campaign. Students should complete Google's AdWords certificate during the course.

Completion alternatives

* Planning and implementation of marketing processes (Pia´s module): assignments can be completed individually.
* Marketing analytics (Pirjo's part): assignments can be completed individually.

Further information

The course implementation consists of three parts: two of which will be conducted in Finnish and one in English.
The Digital Marketing/Google Adwords section (John’s part) will be completed in English but students will be able to run their campaigns in Finnish.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

Students have achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Students are able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

Students have achieved the objectives of the course with excellent marks. Students master commendably the course subject area’s concepts and models. Students are able to make justified and fluent analysis and to present concrete development measures. The students are well prepared to apply their knowledge in leisure, study and work situations. Students are able to analyze the business sector expertise and the evolvement of their own expertise.

Assessment criteria, approved/failed

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

Planning and implementation of marketing processes (Pia´s module):
* Project 60%, HubSpot certificates 40%
Marketing analytics (Pirjo's part):
* assignments 60 %
* completion of Google Analytics certificate 40 %
Digital Marketing/Google AdWords (John’s part)
* assignments 60 %
* completion of Google AdWords certificate 40 %

Qualifications

Marketing Communication 5 cr