DIGITAL MARKETING
Learn and develop digital marketing experiences that engage consumers.
About the Course
The main aim of this course is to introduce students to the theoretical and practical application of planning and implementation of digital marketing experiences that engage consumers.
The course provides students with the fundamental digital marketing knowledge and skills to advance to the more in-depth digital marketing course.
By the end of the course, the student will:
• Gain an understanding of fundamental digital marketing theories and techniques.
• Work with an example brand to complete course tasks and apply digital marketing techniques.
• Attain knowledge of elemental website/landing page creation planning and implementation practices.
• Understand the basics of website analytics and its role in digital marketing.
• Apply AI in digital marketing.
Scope of the Course (Course Credits)
The course is a 1 ECTS credit course which means that students are required to complete 27 hours of work. The course hours are broken down later in this document.
Teaching Methods
The teaching style and methodology: document STUDENT CENTRED
The teacher’s primary role is to coach and facilitate student learning and overall comprehension of the material.
E-MATERIAL/RESOURCES
Students will be provided with lecture slides, case material and online handouts that are used as resources to complete tasks and aid learning. Students are required to complete practical tasks as part of the course.
E-LEARNING
Learning is carried out via learning material and resources provided online. No class attendance is required.
E-QUIZZES
As part of the assessment/learning criteria students are required to complete quizzes in some sections of the course.
VIDEO LECTURES
Pre-recorded video lectures and practical instructions in the form of screen recorded task completion are used to aid learning.
STUDENT TESTIMONIALS: DIGITAL MARKETING COURSE
Student Testimonials
Some of my students’ testimonials from the 5 ECTS Digital Marketing Course
“The course was very practical and well adapted to the work life of the future.”
- Student
“I learned about digital marketing, especially website design and how to handle brands on social media platforms. However, I would like to learn more.”
- Student
“The course includes numerous examples and interactive learning opportunities. It features engaging, practiceoriented assignments that are very interesting..”
- Student
“The content was sometmes a little difficult but overall I felt it was a good course.”
- Student
Course Content Timetable
Module i: Section: Introduction
Course Introduction
Quick Tip on how to see subtitles and review a transcript Course Brochure
Module ii: Getting Started:
What skills are required in the market place for digital/social media marketing managers?
Tools to sign up for Setting up a website account Upload screenshot of completed tasks
Module 1: Introduction to Digital Marketing
Introduction to Digital Marketing Part 1
Introduction to Digital Marketing Part 2
Digital Marketing Quiz
Module 2: Introduction to FINNBERRY + Customer Archetype Task
Introduction to FINNBERRY
Customer Archetype Content Task
Module 3: Customer Journey Mapping to Website Creation
Consumer/Customer Journey Mapping
Website Design Theory Walkthrough
Website Design Tutorial: Hands on editing the website/landing page
Module 4: Landing Page + Landing Page Creation Task
Website & Mobile Design: The Basics Part 1
Website & Mobile Design: The Basics Part 2
Landing Page Review: Lead Capture Pages
Landing Page Review: Hybrid - Lead Capture/Sales Page
Landing Page Review: Sales Page
Landing Pages that Convert Landing Page Creation Task
Module 5: BONUS NON-COMPULSORY Google Analytics + Google Analytics setup Task
Setting up Google Analytics
Google Analytics Review & Google Demo Account
Google Analytics 4 (GA4) For Beginners
Google Analytics Setup Task
SUMMER: 20-31
WINTER: 35-48
SPRING: 3-18
SUMMER: 20-31
WINTER: 35-48
SPRING: 3-18
SUMMER: 20-31
35-48 SPRING: 3-18
SUMMER: 20-31 WINTER: 35-48 SPRING: 3-18
SUMMER: 20-31
WINTER: 35-48 SPRING: 3-18
SUMMER: 20-31
WINTER: 35-48
SPRING: 3-18
SUMMER: 20-31
WINTER: 35-48
SPRING: 3-18
*Content & timing may change depending on feedback & progress. I will try to avoid too many changes.
Course Tasks/Assignments
Module ii: Getting Started:
Getting Started - Upload screenshot of completed tasks
Total Task Percentage 5%
Module 1: Introduction to Digital Marketing
Digital Marketing Quiz
Total Task Percentage 15%
Module 2: Introduction to FINNBERRY + Customer Archetype Task
Customer Archetype Content Task
Total Task Percentage 20%
Module 3: Customer Journey Mapping to Website Creation
No assignments in this module
Total Task Percentage 0%
Module 4: Landing Page + Landing Page Creation Task
Landing Page Creation Task
Total Task Percentage 60%
Module 5: BONUS NON-COMPULSORY Google Analytics + Google Analytics setup Task
Google Analytics Setup Task Bonus (NON-COMPULSORY)
Total Task Percentage 0%
Timetable
3-18
3-18
Moodle Quizzes: Some sections of the course will have a Moodle quiz available, which checks student’s knowledge of that section. Quizzes can be multiple choice, short answers, essays and small tasks. About 8- 12 questions per quiz.
Content Tasks: Tasks students are required to complete - more information in Moodle.
Course Evaluation Scale
Evaluation criteria - satisfactory (1-2)
Sufficient performance: showing just enough understanding of the subject to merit a passing grade but requiring greater effort to achieve a more satisfactory result
Evaluation criteria - good (3-4)
Good performance: showing a strong understanding of basic concepts and a good grasp of techniques, but with certain minor problems still requiring further attention.
Evaluation criteria - excellent (5)
Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination
Student Workload
A spreadsheet of the student workload will be provided to students in the learning environment so that you can view the exact breakdown of hours across the course tasks. The course workload requires some degree of flexibility. As this course is a fully online course, students are expected to carry out self-directed learning.
“ In its broadest meaning, self-directed learning describes a process in which individuals take the initiative...”
Self-directed learning
In its broadest meaning, self-directed learning describes a process in which individuals take the initiative, with or without the help of others, in diagnosing their learning needs, formulating learning goals, identifying human and material resources for learning, choosing and implementing appropriate learning strategies, and evaluating learning outcomes.
(Knowles, 1975, p. 18)
Books
Course books, both offline and online are used to create the learning material. Learning material will also be provided in the form of online handouts and links to online resources.
Kotler, P. and Armstrong, A., 2023. Principles of Marketing 18th ed. Harlow: Pearson Education Ltd.
Dave Chaffey and F. Ellis-Chadwick. 2022. Digital Marketing: Strategy, Implementation and Practice 8th Edition, Pearson. Older edition available as an E-book via Metcat https://metropolia.finna.fi/
Hollensen, Svend 2020. Global Marketing 8th ed: Pearson Education Ltd.
Godin, Seth 2018, This is Marketing 1st ed: Portfolio Ltd.
Learning Environment
Moodle
SUPPORT A discussion forum is available in Moodle to ask questions about the course, assignments etc.
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CONTENT TASKS
These are tasks students are expected to complete and upload a document.
VIDEO LESSONS
Videos lesson are provided in each section of the Moodle course environment.
MOODLE QUIZZES
Some sections contain Moodle quizzes..
READING TASK
In some sections of the course, students will be provided with further reading material and in some cases, tasks may be provided..
The Process
UNDERSTAND
Understand fundamental digital marketing theories and techniques.
LEARN
Learn about digital marketing experiences that engage consumers.
DEVELOP
Develop digital marketing experiences that engage consumers.
CREATE & LAUNCH
Put your skills and knowledge into practice by launching a website landing page.
15 Years of Experience Teaching Marketing & Other Subjects LECTURER
Hi,
John here, I will be your lecturer for this Digital Marketing Course. I am originally from Dublin in Ireland.
I have more than 15 years of experience teaching in Metropolia University of Applied Sciences and teach courses such as Marketing, Digital Marketing, Entrepreneurship and others. Besides lecturing, I also work as a consultant to a number of small businesses in regard to digital marketing.
This is a brand new course, launching for the first time during the autumn of 2025. The main objective of this course is to offer short modules that give you a preview of my more comprehensive digital marketing course (5 ECTS).
If you have not studied digital marketing before, this course will provide a good grounding for an introduction to marketing and digital marketing course. If you have studied marketing or completed an introduction to marketing/digital marketing course, potentially some familiar topics are covered in this course. However, there is a stronger emphasis on applying digital marketing techniques that engage consumers in the form of creating a website landing page.
I look forward to reviewing your progress and thoughts about the course.
Address
John Greene, Business Lecturer Helsinki Metropolia University of Applied Sciences
Leiritie 1, 00160 Vantaa Finland, PO Box 4071, FI-00079 Metropolia, Finland
Contact
Email: john.greene@metropolia.fi Web: www.metropolia.fi