Level/category

Professional studies

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

The aim of the course is that the student knows what it takes to attract customers by creating valuable content for the customer. The student understands the difference between outbound and inbound marketing and learn the key components of planning and creating an effective inbound strategy. By understanding the inbound methodology and how it helps businesses attract, convert, close and delight customers, students will have the knowledge to develop solutions for any company that want to sustain differentiation, outperform the competition and secure financial growth.

Learning outcomes

The student: - knows the means of an effective inbound strategy - knows different social media tools and is able to use these to reach and communicate with customers - is familiar with different Inbound marketing software platforms - can effectively use an inbound marketing platform to attract and convert customers - knows how to turn leads to profitable customers - is able to plan and launch contents for blogs and landing pages - can plan a digital onboarding process - can plan and execute a successful webinar - is able to use analytics to follow up on KPI?s

Course contents

- SEO, Search Engine Optimization - Content strategy - Landing pages - Webinar platforms - Blog posts - Dissemination Strategy - Social media promotion - Visual content - Prospects to leads - Leads to customers - Customer onboarding - Hubspot Marketing Hub - Lead nurturing - CRO

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

Assessment requirements

To pass the course the student should pass the following examinations: Examination 1 .... Examination 2.... etc. (examinations include written examination tests, demonstrations and presentations, reports and produktions, essays, and also presence at specified occasions) The examinations contribute to the final grade as follows: ...

Teacher

Forsström Mikael

Examiner

Forsström Mikael

Home page of the course

https://arcada.itslearning.com/

Group size

No limit

Assignments valid until

12 months after course has ended

Assessment methods

Date will be announced later - Demonstrations and presentations

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