Metropolia Moodle

This course provides students with essential knowledge of marketing and digital marketing, enabling them
to comprehend the impact of marketing on consumer purchasing decisions.

By the end of the course, the student will:

• Gain an understanding of fundamental marketing and digital marketing theories and techniques.

• Understand and develop value propositions that are applied to achieve fit between consumers’ needs and companies’ offerings.

• Understand consumer behaviour and decision-making in order to map out the consumer journey and evaluate the impact of marketing on consumer decisions and journeys.

• Be able to understand and apply campaign marketing techniques that connect with consumers.

• Work with an example brand to complete course tasks and apply marketing and visual marketing techniques.

• Develop the basic visual skills to generate appealing promotional social media marketing videos (TikToks) that engage consumers.