EDI 3520 Digital Marketing
EDI 3520 Digital Marketing
Digital technologies are dramatically changing how customers search for information, purchase products and services, and interact and influence each other. This course aims to equip students with essential theoretical and practical knowledge for success in today’s digital marketplace.
This course teaches students the principles of marketing in the digital marketplace. Through the study of theory and best practices in digital marketing, students learn to design, assess, and implement digital marketing solutions for businesses working in a global environment. In addition to theoretical knowledge, students will also be exposed to practical skills and will practice numerous techniques in digital marketing throughout the semester.
The course is designed to provide students with a comprehensive overview of the tools used in digital marketing campaigns and achieve familiarity with key concepts and theories related to digital marketing.
More in detail, the course will provide students with:
- Understanding of core concepts, trends, and challenges related to digital marketing
- Ability to assess pros and cons of various digital marketing tools
- Insights into how to develop an integrated digital marketing plan
Upon successful completion of the course, students will be able to:
- Demonstrate their understanding of the key concepts related to digital marketing (e.g., SEO, paid search, online advertising, social media)
- Articulate the value of integrated marketing campaigns across digital marketing channels
- Recognize key performance indicators tied to any digital marketing program
- Formulate and design digital marketing plans that will address common marketing challenges in a company
The general competence fostered by this course is understanding what separates a successful and integrated digital marketing campaign from others and how to carry out a successful digital marketing campaign that meets the objectives.
This course covers a wide range of key topics including SEO, paid search, display advertising, web design, social media, email marketing, analytics amongst others. In our sessions, we will also include discussions about digital trends that will impact the digital customer experience (e.g., ChatGPT, dark patterns). Students will also be exposed to practical skills and practice numerous techniques in digital marketing throughout the semester.
The course will include lectures, practical exercises, case discussions, and student presentations.
For fulfilling the course assignment, the students will develop an integrated digital marketing campaign. The students will present their project during the semester and get feedback from the lecturer and their peers. They will be graded on the term paper they write on their project.
Students will work in randomly groups. Grades will be given to the group. Specific information regarding student assessment will be provided in class.
At re-sit all exam components must, as a main rule, be retaken during next scheduled course.
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.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Examination every semester
|100||No||1 Semester(s)||Group/Individual (1 - 4)||Development of a digital marketing program.|
|Form of assessment:||Multimedia production|
|Grouping (size):||Group/Individual (1-4)|
|Comment:||Development of a digital marketing program.|
|Exam code:||EDI 35201|
|Resit:||Examination every semester|
Prepare for teaching
Student's own work with learning resources
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.