Event Digital Marketing and Analytics (3 cr)

Evaluation scale

Approved/Rejected

Content scheduling

The education is entirely in Finnish.

Objective

• You know the key tools and methods of digital marketing.
• You know how to choose the tools that best support event marketing.
• You know how to use key digital marketing tools effectively.
• You know how to collect and use data obtained from digital channels in the marketing and sales of the event.

Execution methods

Online studies in the Moodle environment

Accomplishment methods

Completing and returning assigned tasks according to instructions.

Content

In the course, you will familiarize yourself with the most important methods and tools of digital marketing and learn how they can be applied in the marketing of an event. In the course, you will practice using digital marketing tools and learn to analyze and visualize data obtained from digital channels in event marketing.

1. Digital marketing tools and methods:
• Content marketing
• Search engine visibility on Google (free and paid)
• Social media marketing (free and paid) - Facebook, Instagram, LinkedIn
• Google Ads video and display advertising
• Email marketing
• Event and ticket sales platforms and Online stores

2. Digital marketing monitoring and analysis:
• Setting goals and tracking conversions with digital marketing tools
• Marketing implementation methods based on monitoring
• Google Analytics
• Measurement and analysis of marketing results
• Media monitoring and information search

Location and time

Moodle learning environment 1 February 2023–18 June 2023

Teaching methods

Online studies in the Moodle environment.

Student workload

3 credits equals 81 h of student working hours.
The workload is divided into: Training videos 27 hours. External study materials, reading and viewing 27 hours. Tasks and plans 27 hours.

Assessment criteria, approved/failed

Correctly completed, returned tasks.

Further information

The trainer is Joona Kotilainen from Tovari Oy. The studies are carried out entirely as online studies, which the student can complete independently according to his own schedule.

The studies are carried out as non-stop studies, i.e. the student can register for the studies at any time before the end of the registration period. New registrations are processed once a week.
For any questions related to registration and starting studies, please contact avoinamk@karelia.fi.

The training was produced in the Smart Event Managers (SEM) project https://sem.karelia.fi
The operation is made possible by funding received from the European Social Fund, the ELY center of Etelä-Savo and the Karelia University of Applied Sciences. The duration of the project is 1 May 2021-31 October 2023.