The course is included in these curricula and study modules

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

In this study unit the following competencies are
in focus:

Competence in understanding the digital marketing,
its components and how the components can be
interconnected in order to achieve the business
objectives.

SDGs in focus:

9. Industry, innovation and infrastructure

Learning outcomes

Upon completion of this study unit:

You can explain concepts of digital marketing.
(Knowledge)

You can describe online consumer behaviour
processes.(Knowledge)

You can explore options for building traffic to
web sites.(Skills)

You review the role of various media platforms in
marketing.(Skills)

You are able to select appropriate techniques to
analyse digital marketing activities. (Approach)

Course contents

- Digital concepts and definitions
- The digital customer: motivation to be
online and digital purchasing processes
- Basic logic in online media: Paid, Earned and
Owned (PEO)
- Programmatic advertising
- Social Media marketing
- Content marketing
- Search engine optimization (SEO)
- Google Ads
- E-mail marketing
- Google analytics

Prerequisites and co-requisites

The course Introduction to Marketing must be
completed.

Additional information

Attendance at the introduction lecture is
mandatory which will take place at the campus. All
the other lectures are on-line via Zoom. 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

Digital Marketing, Eight Edition (2022) av
Dave Chaffey, Fiona Ellis-Chadwick
Pearson

Digital Marketing, Seventh Edition (2019) by
Dave Chaffey, Fiona Ellis-Chadwick
Pearson

Material assigned during the course by
the lecturers and guest lecturers.

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

Supported virtual education

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

Assignments valid until

12 months after course has ended

Assessment methods

Date will be announced later - Reports and productions

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