Online Lecture Zoom Link: https://oulu.zoom.us/s/65569879878

This course provides a holistic understanding of how digital marketing strategies are managed and planned in organizations. The course addresses the strategy formulation of digital marketing and its implementation via a variety of tactics. A particular emphasis is on the use of digital analytics for measuring and optimizing digital marketing performance. During the course, students will craft a digital marketing development plan for a company of their choice. 

The course contents include (1) transformation in customer behaviour and marketing practices due to digitization, (2) digital marketing objectives and strategic movements, (3) digital marketing tactics, (4) digital analytics, and (5) strategic planning and management of digital marketing.

Period: 2020 Autumn Period 2

Instructors: Assistant Prof. Teck Ming (Terence) Tan and Prof. Timo Koivumäki