The course is included in these curricula and study modules
- Business administration 2018 (marketing) - Marketing
- Business administration 2019 - Marketing
- Business administration 2020 - Marketing
- Business administration 2021 - Marketing - advanced studies
- Business administration 2022 - Marketing - advanced studies
- International business 2019 - Marketing
- International business 2020 - Marketing
- International business 2021 - Marketing - advanced studies
- International business 2022 - Marketing - advanced studies
The course takes place in period
2 (2022-10-24 to 2022-12-31)
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
2
Total number of ECTS
5 cr
Competency aims
The aim of the course is to give an umbrella view
of the digital marketing and its components.
Learning outcomes
At the end of the course the student is expected
to be able to...
- describe concepts of digital marketing
- understand online consumer behavior processes
- explore options for building traffic to Web
sites
- review the role of social media in
marketing
- analyze digital marketing activities
Course contents
- Digital concepts and definitions
- The digital customer: motivation to be
online, digital purchasing processes etc.
- Basic logic in online media: Paid, Earned and
Owned (PEO)
- Online advertising
- Social Media and Content marketing
- Search engine optimization (SEO)
- E-mail marketing and analytics
Prerequisites and co-requisites
The course Introduction to Marketing must be
completed.
Additional information
Attendance at the Introduction lecture is
mandatory. In order to complete the individual
assignments, attendance at the guest lectures is
necessary. Attendance in presentation of the
group assignment is mandatory.
Recommended or required reading
Main book - available at Perlego
Digital Marketing, Seventh Edition (2019) by
Dave Chaffey, Fiona Ellis-Chadwick
Additional reading - available at Perlego
Digital Business and E-Commerce Management,
Seventh Edition (2019) by Dave Chaffey, Tanya
Hemphill, David Edmundson-Bird
Material provided by the lectures and the guest
lecturers during the course.
Study activities
- Lectures - 25 hours
- Small-group work - 10 hours
- Project- and production work/artistic activities - 50 hours
- Individual studies - 40 hours
- Seminars - 10 hours
Workload
- Total workload of the course: 135 hours
- Of which autonomous studies: 135 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Participation in tuition
Assessment methods
Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should pass the
following examinations:
An individual assignment
A group assignment
The assigments and the requirements will be
presented during the introduction lecture.
Teacher
Henriksson Robert
Examiner
Henriksson Robert
Home page of the course
Group size
No limit (51 students enrolled)
Assignments valid until
12 months after course has ended
Course enrolment period
2022-10-10 to 2022-10-20
Assessment methods
Date will be announced later - Reports and productions
Date | Time | Room | Title | Description | Organizer |
---|---|---|---|---|---|
2022-10-25 | 12:30 - 15:00 | B518 | Digital Marketing Landscape - Introduction | Henriksson Robert | |
2022-11-01 | 12:30 - 15:00 | Digital Marketing Landscape | Search Engine Optimizing (SEO) https://us06web.zoom.us/j/84937239483?pwd=emxSTlNMTWtmYlhDRGYvNy9WeTFEUT09 https://arcada.zoom.us/j/65257943222 | Henriksson Robert | |
2022-11-08 | 12:30 - 15:00 | Digital Marketing Landscape | Google Analytics https://us06web.zoom.us/j/81031793370?pwd=ZktpVllJZU5IaWp4TFRvazN1UGxpZz09 Meeting ID: 810 3179 3370 Passcode: 563144 | Henriksson Robert | |
2022-11-15 | 12:30 - 15:00 | Digital Marketing Landscape | Google Ads | Henriksson Robert | |
2022-11-22 | 12:30 - 15:00 | Digital Marketing Landscape | Social Media Marketing | Henriksson Robert | |
2022-11-29 | 12:30 - 15:00 | Digital Marketing Landscape | Programmatic Advertising | Henriksson Robert | |
2022-12-09 | 12:00 - 14:30 | Digital Marketing Landscape | E-mail Marketing | Henriksson Robert | |
2022-12-13 | 12:30 - 15:00 | Digital Marketing Landscape | Content Marketing | Henriksson Robert | |
2022-12-19 | 08:30 - 11:00 | Digital Marketing Landscape | Presentations | Henriksson Robert | |
2022-12-19 | 12:15 - 14:45 | Digital Marketing Landscape | Presentations | Henriksson Robert |