BTH 3211 Bachelor Thesis - Digital Marketing

BTH 3211 Bachelor Thesis - Digital Marketing

Course code: 
BTH 3211
Course coordinator: 
Maria Sääksjärvi
Course name in Norwegian: 
Bacheloroppgave - Digital markedsføring
Product category: 
Bachelor Specialisations HSMI
2022 Spring
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

This bachelor thesis will, in combination with the course BST 3210 Digital Marketing (15 credits) represent a specialization in the field of 30 credits. Students at the Bachelor's degree in Marketing Management and Retail Management that has this combination will be writing on specialization in their final diploma.

The thesis is a major independent study where students will show that they can relate to a theme and take overall responsibility to analyze this in a good way. The thesis is an obligatory part of the program. Thesis is written individually or in groups of up to three students, where the group is recommended.

Learning outcomes - Knowledge

The student:

  • Understands how to complete an independent study in a specified time period
  • Acquires knowledge about digital marketing within the thesis's topic, supported by relevant text books, scientific articles and other materials
  • Understands scientific requirement to form and content in a thesis.
Learning outcomes - Skills
  • Can identify and choose relevant theories and methods in digital marketing appropriate for the topic in the thesis
  • Uses theories and methods in digital marketing to analyze data
  • Collects, evaluate, and critically interprets collected data relevant for the thesis's research question
  • Writes a well-structured thesis with a logical flow
General Competence
  • Has the ability to critically reflect upon problems in digital marketing from different viewpoints
  • Is aware about ethical problems in digital marketing.


Course content

The topic of the thesis is chosen by the students, and must be connected to digital marketing. More specified requirements could be announced in the beginning of the course period.

Teaching and learning activities

Students are expected to take independent responsibility for the work on the bachelor thesis. Supervision and the writing workshops presuppose that the students do some work in advance that forms the basis for discussions and supervision.

Students must fill in a registration form where the chosen topic is stated. Then the students are assigned a supervisor. The course is completed over one semester and includes both writing workshops and supervision. See also guidelines for writing bachelor theses. The teaching includes 4 writing workshops. For each writing workshop, students should normally prepare material in advance. Writing workshops are mandatory. Students who have not participated in the writing workshops and / or have not submitted documentation must expect to be summoned for an oral hearing. This applies to the student who has not met, not necessarily the whole group.

In addition, up to 3 hours of individual supervision are offered for each task.

For those who have a quantitative task, it will be natural to use an analysis tool for data collection, such as Qualtrics, and other programs to analyze data such as SPSS, or JMP. Google Analytics and / or other tools may also be necessary tools depending on the issue.

Software tools
Software defined under the section "Teaching and learning activities".

Two years of college education in economics and business administration, marketing or equivalent is required for taking the course. 


Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.


Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.

Required prerequisite knowledge

Students must have basic knowledge of marketing management, consumer behavior and social science methods. Students must also have completed the specialization course in digital marketing.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination when next scheduled course
100No1 Semester(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Exam code: BTH32111
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
2 Hour(s)
Participation in the introductory lecture
2 Hour(s)
Participation in the library's information
8 Hour(s)
Participation in writing workshops, 4 x 2 hours
Prepare for teaching
40 Hour(s)
Preparation for writing workshops
Group work / Assignments
345 Hour(s)
Working with Bachelor Thesis
Feedback activities and counselling
3 Hour(s)
Guidance to Bachelor thesis
Sum workload: 

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.