The course is included in these curricula and study modules
- Business administration 2013 (marketing) - Digital marketing
- Business administration 2014 (marketing) - Digital marketing
- Business administration 2015 (marketing) - Digital marketing
- Business administration 2016 (marketing) - Digital marketing
- Business administration 2017 (marketing) - Digital marketing
Level/category
Teaching language
Swedish
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
3
Total number of ECTS
5 cr
Competency aims
The aim of the course is that the student knows
various digital channels and can use these to
drive traffic to an organisation's website. The
student understands the difference between outbound and
inbound marketing and manages to combine the best of both
worlds to raise awareness about a company.
Moreover the student will be able to use software that streamlines,
automates, and measures marketing activities.
Learning outcomes
After completing the course, the student
should:
- Know the principles of digital advertising
- Be able to plan and implement digital advertising in different
channels
- Be able to calculate various indicators such as ROI
- Be aware of the possibilities Content Marketing provides
and which channels are suitable for this
- Implement a company's Content Marketing Strategy
- Know different social media tools and be able to use these to reach
and communicate with customers
- Be able to use different tools to analyse
social media activities
- Be able to develop different activities to
communicate with a company's target groups
Course contents
- Search Marketing Marketing - PPC
- Digital Ads - different types and channels
- Various social media platforms
- Content Marketing
- Dissemination Strategy
- Integration of social media and digital
campaigns
- Social analytics
Prerequisites and co-requisites
Marketing 30 ECTS
Additional information
Mandatory attendance.
Recommended or required reading
Chaffey Dave. 2014. Emarketing excellence. Fourth
edition.
Material in itslearning
Study activities
- Lectures - 35 hours
- Excursions and demonstrations - 10 hours
- Individual- and group instruction - 5 hours
- Practical exercises - 20 hours
- Project- and production work/artistic activities - 40 hours
- Internet-based studies - 23 hours
Workload
- Total workload of the course: 133 hours
- Of which autonomous studies: 133 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Multiform education
Assessment methods
- Exams (written-, oral-, home-)
- Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should accomplish
the following:
Examination 1: Hand-in written assignments
Examination 2: Write an exam
Teacher
Forsström Mikael
Examiner
Forsström Mikael
Home page of the course
Group size
No limit
Assignments valid until
12 months after course has ended
Assessment methods
- Date of examination will be announced later - Exams
- Date will be announced later - Reports and productions