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[{"key": "dc.contributor.advisor", "value": "Luoma, Eetu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kilkki, Ruut", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-11-21T06:40:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-11-21T06:40:38Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/60248", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu \u2013tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, mink\u00e4laista osaamista digitaalisen markkinointiviestinn\u00e4n ammattilaiset tarvitsevat. Digitaalinen markkinointi on yleistynyt vauhdilla ja ottanut paikkansa perinteisen markkinoinnin rinnalla. Digitaalisen markkinoinnin ja markkinointiviestinn\u00e4n hy\u00f6dynt\u00e4minen on yrityksille v\u00e4ltt\u00e4m\u00e4tt\u00f6myys, mik\u00e4li yritykset haluavat pysy\u00e4 alallaan kilpailukykyisin\u00e4. Teknologian nopean kehittymisen vuoksi digitaalista markkinointia ja markkinointiviestint\u00e4\u00e4 tekevien ammattilaisten osaamisen vaatimukset ovat kasvaneet. Tutkimus ei ole kuitenkaan pysynyt digitaalisen markkinoinnin ja markkinointiviestinn\u00e4n kehityksen mukana. Aihepiirin tutkiminen on ajankohtaista ja mielenkiintoista, sill\u00e4 aiempaa tutkimusta digitaalisen markkinointiviestinn\u00e4n ammattilaisten osaamisesta ei juurikaan ole. T\u00e4m\u00e4n tutkimuksen tuomasta uudesta tiedosta hy\u00f6tyv\u00e4t my\u00f6s yritykset ja yksil\u00f6t, sill\u00e4 yritykset pystyv\u00e4t tutkimuksen tulosten perusteella vaatimaan esimerkiksi rekrytointivaiheessa hakijoilta tarvittavaa osaamista, ja yksil\u00f6t voivat tutkimuksen tulosten perusteella kehitt\u00e4\u00e4 omaa osaamistaan tarvittavaan suuntaan. Tutkielma koostuu kirjallisuuskatsauksesta ja empiirisest\u00e4 tutkimuksesta, jonka haastatteluihin osallistui 15 digitaalisen markkinointiviestinn\u00e4n ammattilaista. Haastatteluaineisto analysoitiin teemoittelemalla, luokittelemalla sek\u00e4 yhdistelem\u00e4ll\u00e4. Tulosten perusteella digitaalisen markkinointiviestinn\u00e4n ammattilaiset tarvitsevat monenlaista osaamista; persoonallisia ominaisuuksia, ammatillisia taitoja, liiketoimintaan liittyvi\u00e4 kompetensseja ja teknisi\u00e4 kompetensseja. Nelj\u00e4ss\u00e4 kategoriassa tarvittavia ominaisuuksia, taitoja ja kompetensseja on yhteens\u00e4 38. Persoonallisia ominaisuuksia voidaan pit\u00e4\u00e4 t\u00e4rkeimp\u00e4n\u00e4 kategoriana, jota loput kategoriat t\u00e4ydent\u00e4v\u00e4t. Kaiken tarvittavan osaamisen hallitseminen on yhdelle ihmiselle mahdottomuus ja siksi tarvittavat taidot vaihtelevat digitaalisen markkinointiviestinn\u00e4n ammattilaisen teht\u00e4vien mukaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this master\u2019s thesis is to find out what kind of competencies digital marketing communication\u2019s professionals need in their work. Digital marketing has become common and it has taken its place beside traditional marketing. Utilizing digital marketing and digital marketing communication is a necessity for companies who want to stay competitive in their field. For the sake of technology\u2019s rapid development, digital marketing and marketing communication\u2019s professionals\u2019 competence requirements have increased. However, research has not kept up with digital marketing and marketing communication\u2019s development. The topic is current and interesting as there is barely any previous research about digital marketing communication\u2019s professionals\u2019 competence. This research introduces new knowledge, which benefits companies and individuals. Through the results of the research, companies can, for example, demand required competence from applicants in the recruitment process. Also, through the results individuals can develop their competencies to the right direction. The thesis consists of a literature review and an empirical research. 15 digital marketing professionals participated in the interviews of the empirical research. The interview material was analysed by thematic analysis, classification and combination. Based on the results, digital marketing communication\u2019s professionals require various competencies: personal traits, professional skills, business competencies and technical competencies. These four categories include 38 traits, skills and competencies. Personal traits can be seen as the most important category, which the other categories complete. Managing all required competencies is impossible for one, and thus, the required traits, skills, and competencies vary between digital marketing communication\u2019s professionals\u2019 different jobs.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-11-21T06:40:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-11-21T06:40:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "70", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Digitaalisen markkinointiviestinn\u00e4n ammattilaisten osaaminen : laadullinen tutkimus", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201811214799", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osaaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kompetenssi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ammattilaiset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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