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Digital Marketing Opportunities in the Field of Health Promotion
Study Course Description
Course Description Statuss:Approved
Course Description Version:4.00
Study Course Accepted:11.04.2023 08:54:16
| Study Course Information | |||||||||
| Course Code: | SUUK_239 | LQF level: | All Levels | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Sports Science | Target Audience: | Dentistry; Public Health; Medicine; Rehabilitation; Sports Trainer; Pharmacy; Health Management | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Una Veseta | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Department of Sports and Nutrition | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Riga, 3 Cigorinu Street, spk rsu[pnkts]lv, +371 67611559 | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 12 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 24 | ||||
| Classes (count) | 12 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 24 | ||||
| Total Contact Hours | 48 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 24 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Interest in sports, healthcare and wellbeing industries. | ||||||||
| Objective: | To create a general concept about digital marketing and content development tools, communication channels in the field of healthcare industry. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | History and development of digital marketing. Current trends. | Lectures | 2.00 | auditorium | |||||
| 2 | Marketing models B2B/B2C. Brand position in the market, competitors. | Lectures | 2.00 | auditorium | |||||
| 3 | Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva. | Lectures | 4.00 | auditorium | |||||
| 4 | Practical work with the tool Canva. | Classes | 4.00 | auditorium | |||||
| 5 | Digital communication channels. Websites, google adwords, social networks. | Lectures | 2.00 | auditorium | |||||
| 6 | Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback. | Lectures | 2.00 | auditorium | |||||
| 7 | Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback. | Classes | 8.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | History and development of digital marketing. Current trends. | Lectures | 1.00 | auditorium | |||||
| 2 | Marketing models B2B/B2C. Brand position in the market, competitors. | Lectures | 1.00 | auditorium | |||||
| 3 | Basics of digital marketing content development. Format, composition and others technical aspects. Content development software and web tools. Canva. | Lectures | 2.00 | auditorium | |||||
| 4 | Practical work with the tool Canva. | Classes | 2.00 | auditorium | |||||
| 5 | Digital communication channels. Websites, google adwords, social networks. | Lectures | 1.00 | auditorium | |||||
| 6 | Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback. | Lectures | 1.00 | auditorium | |||||
| 7 | Development of marketing campaign. Purpose, target audience, message, tactical solutions, feedback. | Classes | 4.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided 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. | ||||||||
| Assessment Criteria: | 1. Completion of a practical task (50% of the final grade) 2. Attendance at least 90% 3. Theory exam (50% of the final grade) | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | 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: | 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. | ||||||||
| Competencies: | 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. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| 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 | |||||||||
| 1 | https://lifefitness.ru/news/fitnes-trendy-2021-goda | ||||||||
| 2 | https://gusarov-group.by/digital-marketing-uzhe-ne-tot-razb… | ||||||||
| 3 | https://www.gemius.lv/visi-raksti/category/veseliba.html | ||||||||
| 4 | https://www.communicationmonitor.eu/2021/05/21/ecm-european… | ||||||||
| 5 | https://www.thoughtshift.co.uk/digital-marketing-strategies… | ||||||||
| 6 | https://creatitive.com/new-online-fitness-marketing-strateg… | ||||||||
| 7 | https://www.uschamber.com/co/good-company/launch-pad/pandem… | ||||||||
| 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. | ||||||||
