BST 3210 Digital Marketing
This course will in combination with the bachelor thesis, 15 credits, amount to a 30 credits specialization in Digital Marketing.
Marketing is changing. Customer journeys create new digital touchpoints online, in social media and on mobile platforms. New technology gives marketers access to new tools and creates new challenges. This course provides a basic introduction to digital marketing, digital strategy, operative implementation of digital tools in marketing, digital media channels and analytics. The goal is that students should get an overview of digitalization in markets and society, and understand what digital marketing is all about. Moreover, students will plan, execute and analyze digital marketing activities. The course provides both knowledge of digital marketing and practical skills using basic tools.
The student can:
- explain core concepts related to digital marketing
- describe various digital channels with their advantages and disadvantages
- demonstrate different types of digital content
- critically discuss differences and similarities within digital marketing and traditional marketing
- identify trends and factors affecting digital marketing
- utilize relevant theory, key concepts and principles in the development of digital marketing, communication and strategy
• plan, initiate and analyze digital strategies and tactics
• identify emerging challenges and propose optimizations to meet the challenges of digital marketing practice
• evaluate the effectiveness of implemented digital marketing efforts and propose improvements based on the analysis
• document which sources and theory are used in the development of digital marketing and digital campaigns
• collaborate with others and actively share dedicated knowledge
Digital marketing consists of three underlying topics: (1) Digitality in markets (2) Digital marketing and (3) Content marketing. The students will participate in several practical seminars related to the development of their own blog / website, content production and measurement of the effects of digital marketing. The blog / website enables the students to carry out different forms of digital marketing activities. Central computer tools such as Google Analytics and more will be used during the course periode. Important topics in the course include:
• The digital online community. Where digital economy, sharing economy and network effects (among other subjects) are discussed
• Digital marketing - differences and similarities with traditional marketing, concepts, tools and communication channels
• Micro and macro perspective on digital marketing - digital customer trips, the competition arena, changes in society that affect markets and marketing
• Digital strategy - set goals, select segments, plan and implement a digital campaign
• Digital marketing mix - how digital objectives affect price, product, distribution and communication
• Various digital tools and communication channels - SEO / SEM, email marketing, display, social media, mobile etc.
• Create digital content through understanding of content marketing
• Analysis and evaluation - effects of digital marketing
• Ethics, data integrity and privacy - Norwegian and European legislation
• Basic training in various digital tools
The course consists of class room teaching, discussions, practical skill seminars and discussions on the course’s Facebook group. Teaching language is both Norwegian and English. Students must expect time for self-studies and practice on relevant data tools (Wordpress, Tag manager, Google Analytics etc.).
Students are expected to create a blog and therefore acquire webdomain/web hosting. There are costs associated with webdomain/web hosting (about NOK 450 depending on the desired domain). It is also worth noting that there may be costs associated with advertising in digital channels.
Two years of college education in economics and business administration, marketing or equivalent is required for taking the course.
Basic understanding in Marketing Management and Consumer Behavior.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal examiner with external supervisor
Examination when next scheduled course
|100||No||1 Semester(s)||Individual||Information about the mandatory and elective activities in the portfolio will be presented in the first lecture. |
|Form of assessment:||Written submission|
|Comment:||Information about the mandatory and elective activities in the portfolio will be presented in the first lecture. |
|Exam code:||BST 32103|
|Resit:||Examination when next scheduled course|
|Workload activity||Duration||Type of duration||Comment student effort|
|Group work / Assignments||216||Hour(s)||Establishing and produce website/blog, implement digital marketing tactics, execute the expected assignments in a digital portfolio, get certifications and more.|
|Prepare for teaching||100||Hour(s)|
|Workload activity:||Group work / Assignments|
|Comment:||Establishing and produce website/blog, implement digital marketing tactics, execute the expected assignments in a digital portfolio, get certifications and more.|
|Workload activity:||Prepare for teaching|
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 15 ECTS credit corresponds to a workload of at least 400 hours.