Digitaalinen markkinointi ja brändäysLaajuus (10 op)

Osaamistavoitteet

Having completed this study unit
· You are familiar with current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
· You identify and apply responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
· You create engaging, target-group-specific content, understanding the role of storytelling and user-generated content.
· You utilize various, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly.
· You understand the principles of customer relationship management (CRM) and its application in digital contexts.
· You are able to analyse the effectiveness of digital marketing activities by using relevant metrics and indicators.
· You execute a digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign.

Competences:

Sisältö

Content:
• digital marketing landscape for tourism SMEs
• digital branding in tourism
• sales, distribution and findability
• customer insight and empathy in digital environments
• personalisation and AI in digital marketing
• legal and ethical considerations
• evaluation and indicators
• marketing project from strategy to operations

Arviointikriteerit, tyydyttävä (1)

Poor (1)
Digital Marketing and Branding:
You are able to identify current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
You are able to identify and apply responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
You are able to create engaging, target-group-specific content, understanding the role of storytelling and user-generated content.
You are able to utilize various, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly.
You understand and can give examples of the principles of customer relationship management (CRM) and its application in digital contexts.
You are able to analyse the effectiveness of digital marketing activities by using relevant metrics and indicators.
You are able to execute a digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign according to instructions.

Satisfactory (2)
Digital Marketing and Branding:
You are able to describe current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
You are able to describe and apply responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
You are able to create appropriate and engaging, target-group-specific content, understanding the role of storytelling and user-generated content.
You are able to utilize various suitable, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly.
You have an overall understanding of the principles of customer relationship management (CRM) and its application in digital contexts.
You are able to analyse the effectiveness of digital marketing activities by using suitable and relevant metrics and indicators.
You are able to execute a suitable digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign.

Arviointikriteerit, hyvä (3)

Good (3)
Digital Marketing and Branding:
You are able to explain current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
You are able to explain and apply in a suitable manner responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
You are able to create comprehensive and engaging, target-group-specific content, understanding the role of storytelling and user-generated content.
You are able to utilize comprehensively suitable, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly.
You have a holistic understanding of the principles of customer relationship management (CRM) and its application in digital contexts.
You are able to analyse the effectiveness of digital marketing activities by utilizing relevant metrics and indicators.
You are able to execute a comprehensive digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign.

Very good (4)
Digital Marketing and Branding:
You understand current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
You understand and apply in a realistic manner responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
You are able to create comprehensive and engaging, target-group-specific content, utilizing the role of storytelling and user-generated content.
You are able to utilize comprehensively suitable, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly and justify your choices.

Arviointikriteerit, kiitettävä (5)

Excellent (5)
Digital Marketing and Branding:
You have a command of current and emerging trends in consumer behavior and digital marketing and branding, including the evolving digital landscape.
You have a command of and apply in a analytical manner responsible digital marketing strategies, ensuring ethical and legal practices in all online branding and marketing efforts.
You are able to create justified and engaging, target-group-specific content, utilizing the role of storytelling and user-generated content as well as analyze the outcome.
You are able to utilize comprehensively suitable, possibly AI-driven digital marketing tools, to engage audiences effectively and responsibly and analyze your choices.
You understand the importance and role of CRM and its application in digital contexts in marketing.
You are able to critically analyse the effectiveness of digital marketing activities by utilizing relevant metrics and indicators.
You are able to execute a justified digital marketing project for a real-life commissioner, integrating strategic planning, branding and digital tools into a comprehensive campaign and analyze the choices and outcome.