Study Guide

Objective

The course serves as an independent introduction to digital marketing and / or as an introduction to the other courses in the module. After the course, you will understand the effects and opportunities of digitalization for business and marketing. You will understand the importance of data in marketing decision making and measuring results. You will understand how purchasing has changed with digitalization and how the customer persons and the stages of the customer’s purchasing path affect the choice of digital channels and messages.

Content

1. The role of digitalization and digital marketing in business. Digital Marketer's ABC.
2. Change in customer buying behavior. Customer persons and the customer's buying path.
3. Data-based marketing: Growth hacking, data analysis, data sources
4. Multichannel marketing, omnichannel
5. Measuring Marketing: How are goals set for marketing and how are they measured?

Evaluation scale

H-5