YMAS3120 Digital Marketing Communication (6 cr)

Study level:
Advanced studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2017-2018, 2018-2019, 2019-2020



This course introduces the students to the various ways in which organizations use digital marketing communications today in identifying, interacting with and customizing their offerings to their potential and existing customers. The course deals with identifying and understanding the key theories and concepts associated with digital marketing communication and outlines the recent changes in digital communications. It discusses the various marketing communications instruments and channels with a special emphasis on integration of digital media.

Instruments, tools and channels of digital marketing communications, and their integration to traditional tools
Integration of digital marketing communications
How digital marketing communications works?
Marketing communications planning and implementation
Digitalization and interaction
Digital marketing communications in B2B
Digitalization of personal selling

Completion methods

Contact teaching course, spring semester 3rd and 4th period. The study methods of the contact teaching course are specified in the study program annually.

Assessment details

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

Learning outcomes

After completion of the course the student is able to:
- Explain the various digital marketing communications instruments and channels, and their integration with offline instruments
- Plan, implement and analyze digital marketing communication strategies in different disciplines
- Explain the effectiveness of digital marketing communications and demonstrate its role and importance in companies’ marketing strategy

Study materials

Articles and cases announced by the instructor.

Completion methods

Method 1

Select all marked parts
Parts of the completion methods

Teaching (6 cr)

Participation in teaching
Grading scale: