BST 3210 Digital Marketing
BST 3210 Digital Marketing
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
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
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
- 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
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
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.
The course is divided into four main modules, where practical exercises and group work will be an important part of each module.
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: Handin - all file types Weight: 100 Grouping: 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 |
| Activity | Duration | Comment |
|---|---|---|
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. |
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.