The course is included in these curricula and study modules
- Business administration 2018 (logistics) - Service development
- Business administration 2018 (marketing) - Service development
- Business administration 2018 (tourism) - Service development
- Business administration 2019 - Service development
- Business administration 2020 - Service development
- Business administration 2021 - Service development - advanced studies
- Business administration 2022 - Service development - advanced studies
- Business administration 2023 - Service development - advanced studies
- International business 2018 - Service development
- International business 2019 - Service development
- International business 2020 - Service development
- International business 2021 - Service development - advanced studies
- International business 2022 - Service development - advanced studies
- International business 2023 - Service development - advanced studies
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
3
Total number of ECTS
5 cr
Competency aims
In this study unit the focus lies on the following
competencies:
Customer-centric competence
Learning Competence
Technological Competence
Fact based decision making competence
SDG´s in focus: 4, 8, 9, 11, 12
Learning outcomes
Upon completion of this study unit:
You have a solid foundation of the inbound
marketing mindset. (Knowledge)
You have a good understanding of the significance
of developing a strategic marketing plan tailored
for the different stages of the inbound marketing
methodology. (Knowledge)
You can innovate, and create different types of
content across multiple channels for an effective
inbound strategy. (Skills)
You can use inbound marketing tools and platforms
to attract, engage, and delight customers.
(Skills)
You have an open mindset, display
creativity in teamwork, and present views and
arguments constructively in a professional context
(Approach)
Course contents
- Inbound marketing fundamentals
- Hubspot Marketing Platform
- Content marketing
- SEO
- Visual content
- Storytelling
- Blogs
- Lead nurturing
- Conversion paths
- Webinars
Prerequisites and co-requisites
20 cr completed from subject module.
Recommended or required reading
Halligan, B., Shah, D., & Scott, D. M. (2014). Inbound Marketing:
Attract, Engage, and Convert. John Wiley & Sons.
A selection of content in Linkedin Learning. Course material in
itslearning.
Study activities
- Lectures - 30 hours
- Individual- and group instruction - 20 hours
- Practical exercises - 20 hours
- Project- and production work/artistic activities - 40 hours
- Individual studies - 10 hours
- Internet-based studies - 15 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
- Demonstrations and proficiency exams
- Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should pass the
following examinations:
-Individual assignments
-Group project
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 will be announced later - Demonstrations and presentations
- Date will be announced later - Reports and productions