GRA 6443 Topics in Digital Marketing
GRA 6443 Topics in Digital Marketing
This course is centered around ‘digital’ topics in marketing, ranging from online, social, and mobile media, to the analysis of the data that these new channels enable. It will utilize both theoretical learnings, and practical applications including hands-on knowledge of how to use tools related to online marketing.
Knowledge about the frontier in practice and theory related to:
- digital communication channels
- digital marketing related data and how they are analyzed
- customer journey and digital information search behavior
- digitalized customer clubs and loyalty programs
- digital self-service
- personal data and privacy
.
Develop a digital marketing strategy including:
- setting appropriate goals
- analyzing effectiveness in current practice and opportunities
- identification of strategic initiatives and a business case
- developing a plan for implementation and control
Students will not only learn the benefits of modern digital marketing, but also learn to reflect on the associated potential problems, ethical and otherwise. These include issues of consumer privacy and concerns about data integrity, about what the costs of free access to a service might entail, and how the availability of easy tracking of online behavior should be dealt with. An important insight is that the access that organizations get to consumers also mean that consumer expect access to organizations.
- Digital marketing fundamentals
- Digital marketing strategy development
- Digital marketing: Implementation and practice
The learning process is organized through following activities
- Lecturing on topics in digital marketing
- Class discussion of cases
- Case write-ups (in group) during the semester.
- The cases will be handed out in the beginning of the semester
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.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.
At resit, all exam components must, as a main rule, be retaken during next scheduled course.
All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.
| Assessments |
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Exam category: Activity Form of assessment: Class participation Weight: 30 Grouping: Individual Duration: 1 Semester(s) Comment: Class participation (especially case discussions). Exam code: GRA 64431 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 70 Grouping: Group (2 - 3) Duration: 1 Week(s) Comment: 5 case write-ups, each case has a duration of one week. Exam code: GRA 64431 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.