MRK 3672 Digital Marketing Management
MRK 3672 Digital Marketing Management
Digital marketing is constantly evolving as new technologies emerge and platforms change. However, the core tools and strategic principles remain essential for businesses to connect with customers effectively.
This course provides a strategic perspective on digital marketing, focusing on key tools and concepts that hold long-term value. Students will learn how to use digital marketing strategically to build customer relationships and drive business success, regardless of shifting trends and technologies.
Through lectures, discussions, and hands-on exercises, students will gain practical skills and a strong understanding of digital marketing’s foundational elements. By the end of the course, they will be equipped to navigate and adapt to the ever-changing digital landscape.
By the end of this course, students should:
- Develop a strategic understanding of digital marketing technologies.
- Learn key concepts and frameworks that remain relevant despite changing platforms.
- Identify best practices for using digital tools to engage customers and drive results.
- Gain the skills to adapt and apply digital marketing strategies in a constantly evolving landscape.
By the end of this course, students should:
- Utilize a strategic approach with various digital technologies to execute effective digital marketing activities.
- Develop analytical skills for interpreting data generated by digital marketing tools.
- Effectively communicate insights and the value derived from using digital tools.
- Maintain a mindset of continuous learning and exploration in the ever-evolving landscape of digital marketing.
This course develops a strong foundation in strategically using digital marketing tools while fostering a mindset of continuous learning and adaptation in a rapidly evolving market.
This course provides an exploration of key digital marketing tools, including website design, search engine optimization (SEO), digital advertising, social media strategies, email marketing, and analytics.
The course will primarily consist of lectures and practical exercises. Students are expected to actively participate in creating a dynamic learning environment by contributing to discussions, asking questions, and reflecting on the subject material.
Completion as an online course
In the implementation of the course as an online study, the lecturer, in collaboration with the study administration, will organize an appropriate course implementation, with a combination of various learning activities (compulsory work requirements and voluntary submission tasks) and digital elements (introductory videos and webinars) on the learning platform. Online students are also offered a study guide that will contribute to progression and an overview. The total recommended time consumption for completing the course also applies here.
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.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
| Assessments |
|---|
Exam category: Submission Form of assessment: Submission PDF Exam/hand-in semester: First Semester Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 5 Hour(s) Comment: It is a home exam in English. It is going to be a combination of short and long open-ended questions. Exam code: MRK 36721 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 28 Hour(s) | Teaching in class (Synchronous) |
Digital resources | 10 Hour(s) | Asynchronous resources |
Student's own work with learning resources | 82 Hour(s) | |
Group work / Assignments | 80 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.
