Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is to give an umbrella view
of the digital marketing space and its components.

Learning outcomes

  • describe concepts of digital
  • understand online consumer behavior processes
  • explore options for building traffic to Web
    sites for effective web analytics
  • review the role of social media in
  • explain the special characteristics of
    mobile 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: owned, paid
    and earned
  • Web analytics
  • Social Media and content marketing
  • Mobile marketing
  • Sharing economy

Prerequisites and co-requisites

Marketing 20Ects or eqvivalent

Recommended or required reading

Ström, R. & Vendel, M. (2015). Digital
marknadsföring, Sanoma Utbildning.

Arhammar, J. & Staunstrup, P. (2016). Content
marketing för alla. AS Printon Tryckeri,

Carlsson, L. (2012), Marknadsföring och
Kommunikation i Sociala Medier, som e-bok i
eLib vid Arcada.

Chaffey, D & Smith, PH (2013). eMarketing
Excellence, 4th ed. Routledge, London / New

Study activities

  • Lectures - 30 hours
  • Individual- and group instruction - 10 hours
  • Project- and production work/artistic activities - 40 hours
  • Individual studies - 49 hours
  • Seminars - 6 hours


  • 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

as follows: ...


Eriksson Niklas


Eriksson Niklas

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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