Veidlapa Nr. M-3 (8)
Study Course Description
Digital Marketing Opportunities in the Field of Health Promotion
Course Code
SUUK_239
Branch of Science
Health sciences
ECTS
3.00
Target Audience
Dentistry; Health Management; Medicine; Pharmacy; Public Health; Rehabilitation; Sports Trainer
LQF
All Levels
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Una Veseta
Structure Unit Manager
Kristīne Mārtinsone
Structural Unit
Department of Health Psychology and Paedagogy
Contacts
Riga, 3 Cigorinu Street, spk@rsu.lv, +371 67611559
About Study Course
Objective
To create a general concept about digital marketing and content development tools, communication channels in the field of healthcare industry.
Preliminary Knowledge
Interest in sports, healthcare and wellbeing industries.
Learning Outcomes
Knowledge
1.As a result of mastering the study course, an understanding of the digital marketing industry and current trends in the digital environment is created. The topics acquired in the study course provide a basis for initiating purposeful communication in the digital environment in the field of healthcare industry.
Skills
1.During the course, skills are acquired in defining communication goals, developing digital marketing campaigns. Will be able to understand various marketing strategies in the field of healthcare industry. Able to define communicative messages and adapt digital communication channels according to the chosen goals. Acquired skills to use the content development tool Canva.
Competences
1.Using the acquired knowledge and skills, students will be able to create marketing campaigns, develop content and adapt various digital communication channels to successfully promote health promotion professions, increase financial well-being and provide opportunities to help people who are unable to visit in person. Knowledge of digital marketing increases the competitiveness of the health sector while making services available to the general public.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Practical task.
Develop a campaign plan for the brand optionally
Tasks to be performed:
• Completed worksheet (as well as social network communication time plan);
• Presentation development and presentation to course members.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
1. Completion of a practical task (50% of the final grade)
2. Attendance at least 90%
3. Theory exam (50% of the final grade)
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
History and development of digital marketing. Current trends.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
History and development of digital marketing. Current trends.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing models B2B/B2C. Brand position in the market, competitors.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing models B2B/B2C. Brand position in the market, competitors.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication channels. Websites, google adwords, social networks.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication channels. Websites, google adwords, social networks.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
48 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
History and development of digital marketing. Current trends.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing models B2B/B2C. Brand position in the market, competitors.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical work with the tool Canva.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication channels. Websites, google adwords, social networks.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Rogers, J. (2021). The Digital Marketing Landscape (ISSN). New York: Business Expert Press.
2.
Kumar, S. (2020). Digital Marketing Insights. Associated Publishing Company.
Additional Reading
1.
Westerman, D., Spence, P. & Van der Heide, B. (2014). Social Media as Information Source: Recency of Updates and Credibility of Information.
2.
Obar, J.A. and Wildman, S. (2015). Social media definition and the governance challenge: An introduction to the special issue. Telecommunications policy, 39(9). 745-750.
3.
Wilde, S. (2013). Viral Marketing Within Social Networking Sites: The Creation of an Effective Viral Marketing Campaign. Hamburg: Diplomica Verlag GmbH.
4.
Chaffey, D., Smith P. R. (2013). E-marketing Excellence: Planning and Optimizing Your Digital Marketing. Oxon: Routledge.
Other Information Sources
8.
Levinson, J. C., Gibson, S. (2010). Guerilla Social Media Marketing. Canada: Entrepreneur Media Inc.
9.
Brügger, N. (2012). When the present web is later the past: web historiography, digital history and internet studies.