BST 3210 Digital Marketing

BST 3210 Digital Marketing

Course code: 
BST 3210
Department: 
Marketing
Credits: 
15
Course coordinator: 
Roy Willy Elvegård
Course name in Norwegian: 
Digital markedsføring
Product category: 
Bachelor
Portfolio: 
Bachelor - Programme Electives
Semester: 
2023 Autumn
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

The competition for the customer's attention in the digital channels can seem insurmountable for the marketer, and therefore marketing has never been more exciting. Technological developments are forcing the subject in new directions. And this means that the marketer must balance his role as strategist and specialist in digital marketing activities. And the central theme for the marketer will then be: How to analyze and develop competitive digital strategies as well as carry out selected marketing activities

Learning outcomes - Knowledge

The student's knowledge goals are:

  • to become familiar with models for digital infrastructure adapted to digital marketing
  • to become familiar with different theories of segmentation and personas
  • to become familiar with the theory of channel selection
  • to become familiar with the theory of strategic analysis
  • to become familiar with the theory of building a digital marketing plan
  • to become familiar with the theory of various marketing methods
  • to become familiar with the theory of management of digital resources
  • to become familiar with the theory of evaluation of digital marketing
  • to become familiar with the theory of digital transformation
Learning outcomes - Skills

The student's skill goals are:

  • assess and propose digital infrastructure
  • analyze, plan and execute digital marketing strategies
  • assess and propose channel selection
  • carry out various digital marketing activities in various channels
  • made more efficient by implementing digital marketing efforts and proposing improvements based on the analysis 
General Competence
  • the marketer's expertise on sources and specialist literature as a basis for marketing initiatives
  • the marketer's responsibility, role and ability to collaborate with relevant people in the value chain
  • the marketer's strategic importance as a mediator of the value proposition
Course content

The content of the course will be a mixture of theory and practical exercises:

  • Academic and practical perspectives on digital marketing
  • The digital customer journey and needs
  • The marketer's communication strategy
  • Data collection
  • Strategic choices
  • Operational market measures
  • Evaluation of marketing measures
  • Customer-oriented digital tools
  • Current channels
  • Costs and budgets
Teaching and learning activities

The course emphasizes implementation with discussion tasks, workshops and practical exercises. The main emphasis of the course is synchronous with physical lectures and digital where this is practical for the students. Parts of the course are delivered asynchronously with video, podcast and other forms of digital channels. Lectures will primarily be conducted in Norwegian, while the syllabus is largely in English.

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

 The course is divided into four main modules, where practical exercises and group work will be an important part of each module.

Qualifications

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.

Required prerequisite knowledge

Basic understanding in marketing management and consumer behavior.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Handin - all file types
Exam code:
BST32103
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination when next scheduled course
100No1 Week(s)Group/Individual ( 1 - 3)Practical exercises and theory will form the basis for the exam
Exams:
Exam category:Submission
Form of assessment:Handin - all file types
Weight:100
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:1 Week(s)
Comment:Practical exercises and theory will form the basis for the exam
Exam code: BST32103
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
60 Hour(s)
Digital resources
30 Hour(s)
Prepare for teaching
90 Hour(s)
Group work / Assignments
220 Hour(s)
We test various digital formats in various channels, e.g. film, podcast and content marketing.
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.