GRA 6443 Topics in Digital Marketing

GRA 6443 Topics in Digital Marketing

Course code: 
GRA 6443
Department: 
Marketing
Credits: 
6
Course coordinator: 
Fred Selnes
Product category: 
Master
Portfolio: 
MSc in Strategic Marketing Management
Semester: 
2019 Autumn
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge

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

.

Learning outcomes - Skills

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
General Competence

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.

Course content
  • Digital marketing fundamentals
  • Digital marketing strategy development
  • Digital marketing: Implementation and practice
Teaching and learning activities

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

 

Software tools
No specified computer-based tools are required.
Additional information

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.

Qualifications

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.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Activity
Form of assessment:
Class participation
Exam code:
GRA 64431
Grading scale:
Point scale
Grading rules:
Internal examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
30No 1 Semester(s)Individual Class participation (especially case discussions).
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 64431
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
70No 1 Week(s)Group ( 2 - 3)5 case write-ups, each case has a duration of one week.
Exams:
Exam category:Activity
Form of assessment:Class participation
Weight:30
Invigilation:No
Grouping (size):Individual
Duration: 1 Semester(s)
Comment:Class participation (especially case discussions).
Exam code:GRA 64431
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:70
Invigilation:No
Grouping (size):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
Resit:All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100