BST 3210 Digital Marketing
BST 3210 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.
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
• 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
• 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
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:
• AI and machine learning
• 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
The course is conducted as class teaching, discussion assignments and workshops with practical exercises. Part of the course will be recorded on video, with a quiz accompanying each video. The language of instruction will be both Norwegian and English.
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.
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
Basic understanding in Marketing Management and Consumer Behavior.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group/Individual (1 - 4) Duration: 1 Semester(s) Comment: Information about the mandatory and elective activities in the portfolio will be presented in the first lecture. Exam code: BST32103 Grading scale: ECTS Resit: Examination when next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 75 Hour(s) | |
Feedback activities and counselling | 6 Hour(s) | Guidance |
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. |
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.