The course takes place in period

3 (2020-01-01 to 2020-03-22)

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 that the student knows the practice of optimizing and focusing on strategies that increase the quantity, quality and lifetime value of a company's marketing funnel. The student is introduced to different 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 and reach customers.

Learning outcomes

After completing the course, the student should: - Know the principles of growth marketing - Be able to plan and implement digital advertising in different channels - Be able to see the advantages of a data-driven approach - Be able to calculate and report back on different growth metrics - Be aware of the possibilities Content Marketing provides - Implement a company's Content Marketing Strategy - Know different social media tools and be able to effectively use them to reach and communicate with customers - Be able to develop strategies for a multi-device and multi-channel approach

Course contents

- Digital Ads- different types and channels - Various social media platforms - Content Marketing - Dissemination Strategy - Integration of social media and digital campaigns - Analytics - Growth marketing - Inbound marketing

Recommended or required reading

Ward Mattias. 2016. Data driven marketing. Ellis Sean. 2017. Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

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

Participation in tuition

Assessment methods

  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

To pass the course the student should accomplish the following: Hand-in assignments according to deadlines in itslearning.

Teacher

Forsström Mikael

Examiner

Forsström Mikael

Home page of the course

https://arcada.itslearning.com/

Group size

No limit (79 students enrolled)

Assignments valid until

Until date 2020-05-01

Course enrolment period

2019-12-05 to 2020-01-08

Assessment methods

  • Date will be announced later - Demonstrations and presentations
  • 2019-06-14 - Reports and productions
Room reservations
Date Time Room Title Description Organizer
2020-01-14 10:15 - 12:00 D4107-08 Growth Marketing (A+B) Forsström Mikael
2020-01-21 09:15 - 12:15 F365 Growth Marketing (A) Forsström Mikael
2020-01-21 13:00 - 16:00 E383 Growth Marketing (B) Forsström Mikael
2020-01-28 09:00 - 12:00 F365 Growth Marketing (A) Forsström Mikael
2020-01-28 12:45 - 15:45 E383 Growth Marketing (B) Forsström Mikael
2020-02-04 08:45 - 11:45 F365 Growth Marketing (A) Forsström Mikael
2020-02-04 12:30 - 15:30 E383 Growth Marketing (B) Forsström Mikael
2020-02-13 09:15 - 12:15 F365 Growth Marketing (A) Forsström Mikael
2020-02-13 13:15 - 16:15 F365 Growth Marketing (B) Forsström Mikael
2020-02-25 09:15 - 12:15 F365 Growth Marketing (A+B) Forsström Mikael
2020-02-25 13:00 - 16:00 F365 Growth Marketing (B) Forsström Mikael
2020-03-03 09:15 - 12:15 F365 Growth Marketing (A+B) Forsström Mikael
2020-03-03 13:00 - 16:00 F365 Growth Marketing (B) Forsström Mikael

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