BST 3210 Digital Marketing

BST 3210 Digital Marketing

Course code: 
BST 3210
Department: 
Marketing
Credits: 
15
Course coordinator: 
Cathrine von Ibenfeldt
Product category: 
Bachelor
Portfolio: 
Bachelor Specialisations HSMI
Semester: 
2019 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge

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
Learning outcomes - Skills

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

 

 

 

General Competence

document which sources and theory are used in the development of digital marketing and digital campaigns
collaborate with others and actively share dedicated knowledge

 

 

Course content

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

Teaching and learning activities

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.).

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

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.

Qualifications

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

Required prerequisite knowledge

Basic understanding in Marketing Management and Consumer Behavior.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
BST 32103
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
Examination when next scheduled course
100No1 Semester(s)Individual Information about the mandatory and elective activities in the portfolio will be presented in the first lecture.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:No
Grouping (size):Individual
Duration:1 Semester(s)
Comment:Information about the mandatory and elective activities in the portfolio will be presented in the first lecture.
Exam code: BST 32103
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Portfolio assessment
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching78Hour(s)
Counselling6Hour(s)
Group work / Assignments216Hour(s)Establishing and produce website/blog, implement digital marketing tactics, execute the expected assignments in a digital portfolio, get certifications and more.
Prepare for teaching100Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:78 Hour(s)
Comment:
Workload activity:Counselling
Duration:6 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:216 Hour(s)
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
Duration:100 Hour(s)
Comment:
Sum workload: 
400

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.