GRA 6443 Topics in Digital Marketing

GRA 6443 Topics in Digital Marketing

Course code: 
GRA 6443
Department: 
Marketing
Credits: 
6
Course coordinator: 
Jan-Michael Becker
Course name in Norwegian: 
Topics in Digital Marketing
Product category: 
Master
Portfolio: 
MSc in Strategic Marketing Management
Semester: 
2023 Autumn
Active status: 
Active
Level of study: 
Master
Teaching language: 
English
Course type: 
One semester
Introduction

Rapid developments in digital technology and available data have transformed how companies and organizations communicate with their audiences. Digital marketing activities are nowadays established in the daily routines of marketers in addition to traditional marketing techniques to achieve a wider reach and closer connection to the audiences of interest. Companies interact with audiences in new ways, develop new products and services, and expand into new markets leveraging digital technologies and vast amounts of data. Consumers now regularly interact with each other and with brands on social media and through mobile devices sharing information about products and brands. This has changed how they approach and interact with products, services, and brands and the way they search for information. In addition, younger generations of consumers are hard to reach through traditional marketing channels. At the same time marketers are struggling to coordinate their digital marketing activities, to build a unified (digital) marketing strategy, and to evaluate the effectiveness of their digital marketing activities.

This course addresses some of the challenges that marketers face today, by providing an overview of digital marketing activities, the assessment of their effectiveness and how to strategically align them to increase reach, facilitate actions, and enable engagement on digital platforms. In addition, it covers selected aspects of how digital technology and the availability of big data impact the digital customer journey as well as reflection on potential problems and ethical considerations of digital marketing practices (e.g., consumer privacy and data integrity).

Learning outcomes - Knowledge

On completion of the course, students should:

  • Gain an overview of the digital customer journey and relevant (digital) touchpoints.
  • Acquire knowledge on current practices, challenges, and opportunities in digital marketing.
  • Understand important metrics and methods to measure digital marketing effectiveness.
  • Know how marketers can leverage online social media to listen to and communicate with (potential) customers.
Learning outcomes - Skills

Upon completion of this course, students should be able to:

  • Communicate and critically evaluate scientific insights in the field of digital marketing.
  • Critically assess digital marketing activities from the perspective of a marketer, consumer, and from an ethical perspective.
  • Make informed decisions about digital marketing activities by analysing relevant data and metrics.
  • Reflect upon potential problems and ethical considerations of digital marketing practices (e.g., consumer privacy, algorithmic bias, and data integrity).
General Competence

Upon completion of this course, students will learn to:

  • Assess alternative solutions and derive strategic implications.
  • Develop a mindset for data-driven digital marketing assessment.
  • Apply relevant scientific research in the field of digital marketing to improve marketing decision-making.
  • Critically evaluate own work and the work by others.
Course content

Digital marketing is a fast-developing field in marketing. This course will cover some selected topics in digital marketing but is not intended to give a complete introduction to all digital marketing activities. The topics will center around the following five aspects. The more specific sub-topic are exemplary and can be subject to change.

  1. Digital customer journey
    • Important touchpoints and customer journey models
    • Current trends that are shaping/changing digital customer behaviour
  2. Overview of digital advertising activities
    • Forms of digital advertising: display ads, video ads, search engine advertising, programmatic advertising, native advertising, etc.
    • Targeting and personalization
    • Factors that influence the success of different forms of digital advertising
  3. Measuring the effectiveness of digital advertising
    • Important metrics to evaluate digital advertising
    • Attribution, AB field testing, selection bias, etc.
  4. Social media marketing and social listening
    • Analysing social media conversations
    • Social media engagement and outcomes
    • Influencer marketing
  5. Ethical reflections around digital marketing
    • Data privacy vs. targeting/personalization, etc.

In addition, we may take deep dives into more specialized and state-of-the art fields of digital marketing research.

    Teaching and learning activities

    This course is designed using a variation of learning activities that support students in reaching the learning outcomes stated for this course. Through a combination of lectures, in-class discussions, group collaboration, feedback, and asynchronous activities students have the opportunity to work with the subject matter and are expected to utilize all learning activities. Our synchronous sessions will be organized around becoming familiar with selected topics illustrated by state-of-the-art empirical marketing research, theoretical concepts, and practical business cases in digital marketing. Students are expected to participate and contribute to an active classroom environment by discussing, asking questions, and reflecting on the subject material and activities.

    Software tools
    SPSS
    Additional information

    Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.

    All parts of the assessment must be passed in order to get a grade in the course.

    The examination for this course has been changed from autumn 2023. It is not possible to resit the old version of the examination.

    Qualifications

    All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.

    Disclaimer

    Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

    Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
    Exam category:
    Submission
    Form of assessment:
    Written submission
    Exam code:
    GRA 64432
    Grading scale:
    ECTS
    Grading rules:
    Internal examiner
    Resit:
    Examination when next scheduled course
    60Yes3 Hour(s)
    • BI-approved exam calculator
    • Simple calculator
    • Bilingual dictionary
    Individual Written examination under supervision.
    Exam category:
    Submission
    Form of assessment:
    Written submission
    Exam code:
    GRA 64433
    Grading scale:
    ECTS
    Grading rules:
    Internal examiner
    Resit:
    Examination when next scheduled course
    40No 1 Semester(s)Group (3 - 4)This exam is organized as a portfolio assessment where students are given several smaller assignments during the course. They will get feedback along the way.
    Exams:
    Exam category:Submission
    Form of assessment:Written submission
    Weight:60
    Invigilation:Yes
    Grouping (size):Individual
    Support materials:
    • BI-approved exam calculator
    • Simple calculator
    • Bilingual dictionary
    Duration:3 Hour(s)
    Comment:Written examination under supervision.
    Exam code:GRA 64432
    Grading scale:ECTS
    Resit:Examination when next scheduled course
    Exam category:Submission
    Form of assessment:Written submission
    Weight:40
    Invigilation:No
    Grouping (size):Group (3-4)
    Support materials:
    Duration: 1 Semester(s)
    Comment:This exam is organized as a portfolio assessment where students are given several smaller assignments during the course. They will get feedback along the way.
    Exam code:GRA 64433
    Grading scale:ECTS
    Resit:Examination when next scheduled course
    Type of Assessment: 
    Ordinary examination
    All exams must be passed to get a grade in this course.
    Total weight: 
    100
    Student workload
    ActivityDurationComment
    Teaching
    36 Hour(s)
    Some class hours may be asynchronous activities
    Prepare for teaching
    36 Hour(s)
    Group work / Assignments
    45 Hour(s)
    Student's own work with learning resources
    40 Hour(s)
    Examination
    3 Hour(s)
    Sum workload: 
    160

    A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.