DMCS3140 Digital Marketing in Action (8 cr)

Study level:
Advanced studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023


The course consists of different *modules: (1) website design, (2) search engine optimization and content marketing, (3) digital advertising, and (4) digital analytics. Each module includes a prereading package, lectures and practical implementation.

*The modules are subject to change.

Learning outcomes

After completion of the course the student is able to:
- Design user-friendly websites
- Perform search engine optimization (SEO)
- Design and create SEO-friendly content
- Plan and implement digital advertising campaigns
- Analyze digital data to make data-driven decisions

Notes about assessment:

Mandatory lecture attendance (min. 80% of lectures)
-Classroom exercises (typically teamwork)
- Assignments (typically teamwork)
- Individual presentations
- Quizzes (individual work)
- Simulations (teamwork)
- Final project (teamwork)

Google Online Marketing Challenge forms part of this course. Hence all students are required to complete these following Google certificates Search Certification Exam and Measurement Certification Exam.

Team work is also an essential part of this course

We participate in the Digital Marketing Master Plan assignment where the Digital Marketing plans is divided across several taught courses:

Introduction to Digital Marketing DMCS3150

Managing Customer Relationships DMCS2160

Digital Marketing Communication DMCS3120

Digital Marketing in Action DMCS3140

Digital Interaction DMCS3110

Additional information

External resources used (when available)

Stukent and Mimic Pro simulation

Google Online Marketing Challenge

Other external on-line qualifications deemed essential for digital marketing professionals

Description of prerequisites

Intermediate-level studies in marketing completed.

Intake: DMCC students and max 5 other students (priority from marketing majors and corporate communication majors). Students will be selected on the basis of their motivation letter (1 page), progress of studies, and success in studies.

Compulsory prerequisites

Study materials

Stukent learning materials, guest lectures and additional materials provided by lecturers


  • Digital Marketing Essentials: A Comprehensive Digital Marketing Textbook: Jeff Larson, Stuart Draper: 9780998713816 (online copy included in Stukent Simulation)

Completion methods

Method 1

Evaluation criteria:
Course activities and participation.
Time of teaching:
Period 1, Period 2, Period 3, Period 4
Select all marked parts
Parts of the completion methods

Participation in teaching (8 cr)

Participation in teaching
Grading scale:
Study methods:

80% attendance requirement

individual and team work, in class and online

External learning materials like Google Online Marketing Challenge and Stukent quizzes, Mimic Pro simulation are used (subject to availability)