EDI 3520 Digital Marketing
EDI 3520 Digital Marketing
Digital technologies are dramatically changing how customers search for information, purchase products and services, and interact and influence each other. This course aims to equip students with essential theoretical and practical knowledge for success in today’s digital marketplace.
This course teaches students the principles of marketing in the digital marketplace. Through the study of theory and best practices in digital marketing, students learn to design, assess, and implement digital marketing solutions for businesses working in a global environment. In addition to theoretical knowledge, students will also be exposed to practical skills and will practice numerous techniques in digital marketing throughout the semester.
At the end of this course, students should:
- Demonstrate an understanding of the primary tools and strategies employed in digital marketing
- Develop familiarity with core concepts, trends, and challenges inherent to digital marketing
- Evaluate and critique the effectiveness of various digital marketing strategies
At the end of this course, students should:
- Apply strategic thinking to selectively choose and implement digital marketing tools, considering the customer journey and business objectives
- Use analytics and recognize key performance indicators to make informed assessments and action plans
- Formulate and design an effective digital marketing strategy adept at addressing common marketing challenges
This course aims to enhance general competence by providing a solid understanding of digital marketing basics and guiding in the strategic use of digital marketing tools to implement effective strategies.
This course covers a wide range of key topics including SEO, paid search, display advertising, web design, social media, email marketing, analytics amongst others. In our sessions, we will also include discussions about new developments and ethical concerns that will impact the digital customer experience (e.g., ChatGPT, dark patterns). Students will also be exposed to practical skills and practice numerous techniques in digital marketing throughout the semester.
The course will include lectures, practical exercises, mini case discussions, and student presentations
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.
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| Assessments |
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Exam category: Submission Form of assessment: Submission other than PDF Exam/hand-in semester: First Semester Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Exam code: EDI 35201 Grading scale: ECTS Resit: Examination when next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 45 Hour(s) | Synchronous and asynchronous |
Group work / Assignments | 80 Hour(s) | |
Student's own work with learning resources | 75 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.
The examination is a project the students work on for a company. The company comes and presents the case at the beginning of the semester.