Professor Jari Salo lectured a course on Global marketing in digital world at the Edith Cowan University in December 2018. Topics of digital marketing, digital advertising, attribution modelling and digital retailing among others were taught and discussed

1. Maatalous-metsätieteellinen tiedekunta
GLOBAL MARKETING IN
DIGITAL WORLD (EDITH COWAN
UNIVERSITY)
Jari Salo, D.Sc. (Econ. & Bus.Adm.)
Professor of Marketing
Department of Economics and Management, marketing unit
Faculty of Agriculture and Forestry
University of Helsinki, Finland
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2. Maatalous-metsätieteellinen tiedekunta
COURSE OVERVIEW
• Companies all over the wold are facing the ever increasing
digitalization of business and consumption practices.
• Digital marketing activities both in B2C and B2B markets have been
solution to digitalization.
• This course will cover aspects of digital marketing management.
• Especially we focus on the management of digital marketing at the
individual channel level and then at the omnichannel / campaign level.
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3. Maatalous-metsätieteellinen tiedekunta
COURSE OVERVIEW
Novel digital marketing solutions from augmented / mixed reality to
location based services among others are at the forefront.
Digital analytics and visualization tools help in the decision making and
during the course you will learn basics of attribution modelling, A/B testing
etc.
Digital marketing management covers managing of the marketing mix
elements / 4Ps in the digital world e.g. pricing algorithms and digitalization
of place.
After completing the course student is able to start managing digital
marketing in wide range of companies and NGOs.
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