BST 3210 Digital Marketing

BST 3210 Digital Marketing

Course code: 
BST 3210
Course coordinator: 
Maria Sääksjärvi
Course name in Norwegian: 
Digital markedsføring
Product category: 
Bachelor Specialisations HSMI
2021 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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

• actively present dedicated knowledge and experience of digital marketing

Course content

The students will participate in several practical seminars related to the development of photo and video production, with the aim of starting their own Instagram / TikTok / Snapchat campaign.

Important topics in the course:

• Omnichannel marketing and collaboration between digital channels

• AI and big data and its impact on the customer experience

• Digital marketing channels; social media, mobile, voice and image search, advertising, email marketing, viewing, etc.

• Micro and macro perspectives on digital marketing - digital customer trips, co-creation, user-generated content, competitive arenas and changes in societal that affect markets and marketing

• Digital strategy - how to plan and implement a digital campaign

• Digital storytelling and sensory marketing; how to engage the customer digitally; new segmentation strategies

Create digital content through understanding how images, video and content affect the consumer

• Analysis and evaluation - effects of digital marketing, as well as ethics and data integrity

Teaching and learning activities

The course is conducted as class teaching, discussion assignments and workshops with practical exercises. The language of instruction will be both Norwegian and English.  

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

Students are expected to create a digital campaign, and are expected to have access to a camera with video capabilities.


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

Basic understanding in Marketing Management and Consumer Behavior.

Exam category: 
Form of assessment: 
Written submission
Group/Individual (1 - 4)
1 Semester(s)
Information about the mandatory and elective activities in the portfolio will be presented in the first lecture.
Exam code: 
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Portfolio assessment
Total weight: 
Student workload
75 Hour(s)
Feedback activities and counselling
6 Hour(s)
Prepare for teaching
100 Hour(s)
Group work / Assignments
219 Hour(s)
Film (and edit) an Instagram / TikTok / Snapchat campaign, conduct tactical digital marketing and analysis, complete assignments during lessons and workshops.
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.