The course takes place in period

2 (2021-10-25 to 2021-12-31)

Level/category

Professional studies

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
  • Wehren Anna

Examiner

Henriksson Robert

Group size

No limit (49 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2021-10-11 to 2021-10-24

Assessment methods

Date will be announced later - Reports and productions

Room reservations
Date Time Room Title Description Organizer
2021-10-26 09:15 - 12:00 Digital Marketing Landscape Introduction https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-11-02 09:15 - 12:00 Digital Marketing Landscape Google Analytics - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-11-09 09:15 - 12:00 Digital Marketing Landscape Search Engine Optimizing (SEO) - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-11-16 09:15 - 12:00 Digital Marketing Landscape Google Ads - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-11-23 09:15 - 12:00 Digital Marketing Landscape Social Media Marketing - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-11-30 09:15 - 12:00 Digital Marketing Landscape Programmatic Advertising - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-12-07 09:15 - 12:00 Digital Marketing Landscape E-mail Marketing - guest lecture https://arcada.zoom.us/j/69218846620 Henriksson Robert
Wehren Anna
2021-12-09 09:15 - 12:00 Digital Marketing Landscape Content Marketing - guest lecture https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-12-14 09:15 - 12:00 Digital Marketing Landscape Presentations https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna
2021-12-16 09:15 - 12:00 Digital Marketing Landscape Presentations https://arcada.zoom.us/j/7345309777 Henriksson Robert
Wehren Anna

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