The track aims at providing students with an understanding of basic methods, techniques, and tools for managing digital marketing strategies. This concentration area focuses on digital marketing platforms, content marketing, digitalisation, monetisation business models, hands-on-work using a variety of digital marketing and analytics tools, and strategic decisions related to digital marketing strategies.
Platforms and Ecosystems
The course provides students with insight into the dynamics of digital service platforms and associated ecosystems. The course examines the operations and trends of digital ecosystems. The course addresses the general challenges of business digitalisation and platformisation with specific focus on mobile platforms. The course will also evaluate platform business models and discuss dynamics associated with innovation and growth.
Platform business models
Web and Mobile Analytics
The course aims at giving a balanced yet practical understanding of business-driven analytics. Through an in-class project, and through interactive lectures, students learn about the stages of a customer’s lifecycle, and the typical metrics related to each lifecycle stage. The understanding of the customer lifecycle helps the students to model the customer acquisition cost and lifetime value of the customers, so that they can find the bottleneck in their business, and proceed to plan and execute focused intervention experiments aimed at removing the bottleneck. Students learn about analytics tools in both big and small companies, specialties of enterprise analytics deployments, and get a basic understanding on how to select the right analytics tool for a given job.
User acquisition analytics
Activation and retention analytics
Customer lifetime value
Customer acquisition cost
Issues in data quality
Digital Marketing Strategies
This course explores how to manage digital marketing strategies in multiple platforms. The course provides students with skills to manage various aspects of digital marketing and gain understanding of digitalisation and its impact for businesses. The course consists of lectures, case studies, visiting lecturers, and assignments.
Digital marketing platforms
Internet of things (IoT)
Current topics in digitalisation
The objective of the Business Project is to apply the theory learned during the conceptual courses in practice. The projects completed during the summer will be based on real-life needs of collaborating companies. The project weeks are dedicated to the project and events related to it. The participants will also be working on the project during the courses, especially on the lecture-free project days. The course will consist of workshops, group work, lectures and other events.
The course will start with Business Project workshop week, which purpose is to provide the participants with the necessary background for participation in ITP business projects. During this week, business project groups will have their first meetings with the client company. There will also be training for project work and participants will learn more about working in intercultural, multidisciplinary teams.
Integration of the skills and knowledge acquired during prerequisite courses
Business Project workshops
Planning and conducting of business projects throughout the summer
Development of personal team-working skills and abilities.