Study Guide

Objective

Having completed this study unit

- You know the principles of digital marketing.
- You understand various concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behavior in digital marketing.
- You know the role of strategic digital marketing planning in a company and learn different digital marketing tools and channels.
- You know how to use marketing analytics tools
- You understand the responsible digital marketing as well as legal perspectives of digital marketing.
- You know how to edit photos and understand the different purposes for photo editing.
- You know how to utilize artificial intelligence in digital marketing and know the challenges related to it

Competences: Marketing, Sales and Project Management Competence

Content

- Principles of digital marketing
- Concepts of service-dominant logic (SDL)
- Value creation and value co-creation in marketing and trends of consumer behavior in digital marketing
- Strategic digital marketing plan, digital marketing tools and channels
- Marketing analysis tools
- Responsible and legal perspectives of digital marketing
- Photo editing and it’s purposes
- Artificial intelligence in digital marketing

Assessment criteria, satisfactory (1)

Level 1
Digital marketing, tools and channels
You are able to use the most common digital sales and marketing channels with assistance and understand their operational logic.
You are able to collect and evaluate information about the effectiveness and profitability of digital marketing in relation to the resources used.
You are aware of the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You understand the planning and objectives of content production and know the principles of data-driven management.
You know the opportunities for utilizing technologies in business development.

Level 2
Digital marketing, tools and channels
You know and can use the most common digital sales and marketing channels and understand their operational logic.
You can collect and evaluate information about the effectiveness and profitability of digital marketing in relation to the resources used.
You know and can describe the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You know the planning and objectives of content production and can describe the principles of data-driven management.
You know the opportunities for utilizing technologies in business development.

Assessment criteria, good (3)

Level 3
Digital marketing, tools and channels
You understand and can use the most common digital sales and marketing channels and understand their operational logic.
You can collect and analyze information about the effectiveness and profitability of digital marketing in relation to the resources used.
You understand the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You understand the planning and objectives of content production and the principles of data-driven management.
You understand the opportunities for utilizing technologies in business development.

Level 4
Digital marketing, tools and channels
You master the use of the most common digital sales and marketing channels and understand their operational logic.
You can collect and critically analyze information about the effectiveness and profitability of digital marketing in relation to the resources used.
You master the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You master the planning and objectives of content production and the principles of data-driven management.
You master the opportunities for utilizing technologies in business development. You master the use of the most common digital sales and marketing channels and have a deep understanding of their operational logic.
You can collect and critically analyze information about the effectiveness and profitability of digital marketing in relation to the resources used.
You comprehensively master the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You can assess the planning and objectives of content production and comprehensively master the principles of data-driven management.

Assessment criteria, excellent (5)

Level 5
Digital marketing, tools and channels
You master the use of the most common digital sales and marketing channels and have a deep understanding of their operational logic.
You can collect and critically analyze information about the effectiveness and profitability of digital marketing in relation to the resources used.
You comprehensively master the possibilities for utilizing various applications as tools for analysis, interaction, and sales and marketing.
You can assess the planning and objectives of content production and comprehensively master the principles of data-driven management.

Assessment criteria, approved/failed

PASS:
You know how to utilize artificial intelligence in digital marketing and know the challenges related to it.