MB-2-014 (0) - Digital Marketing

• International business management - a nordic focus 2014 - Marketing management
• International business management - a nordic focus 2015 - Marketing management
• International business management - a nordic focus 2016 - Marketing management
• International business management 2017 - Business management
• International business management 2018 - Business management
• International business management 2019 - Business management

• 1 (2019-08-01 to 2019-10-27)
• 2 (2019-10-28 to 2019-12-31)

English

Compulsory

Second

1

5 cr

The aim of the course is to provide an overview
of the digital marketing landscape and to
provide some guidelines to
the planning, execution and evaluation of
digital
marketing activities.

At the end of the course the student is
expected to be able to
- describe the digital marketing landscape
- comprehend different models for analyzing
online
consumer behavior and adoption of information
technology
- explore options for building traffic to Web
sites
- explain the special characteristics of social
media and content marketing
- have insights in online advertising
- write a digital marketing plan

- The digital marketing landscape: paid, earned
and owned media.
- Online and mobile consumer behavior
- Adoption of technology and hype curve
- Social media and content marketing
- Online advertising
- Neuromarketing and eye tracking

A bachelor degree and at least three years work
experience gained after completing the higher
education degree

Chaffey, D & Smith, PR.(2013). e-Marketing
Excellence, Routledge 4th edition.

Ward, M. (2016). Data-driven marketing : in a
multi-channel, multi-device world, APSIS Roos
Tegner.

Halligan, B., Shah, D. (2014). Inbound marketing
: attract, engage, and delight customers online,
Wiley.In eBrary.

Charlesworth, A. (2014), Digital marketing: A
prctical approach, Taylor and Francis. In
eBrary.

Rowles, D (2014). Mobile marketing. How mobile
technology is revolutionizing marketing,
communications and advertising, London: CPI
Group Ltd

Leake W., Vaccarello L. & Ginty M. (2012).
Complete B2B Online Marketing, John Wiley &
Sons, Inc

Scott, M. (2013). The New Rules of Marketing &
PR
: How to Use Social Media, Online Video, Mobile
Applications, Blogs, News Releases, and Viral
Marketing to Reach Buyers Directly, John Wiley
&
Sons, Inc.

Rogers, E.M. (2003). Diffusion of Innovations,
5th ed., Free Press, New York, NY.

Participation in tuition

• Essays, reports, productions and portfolio
• Presence in class

Two individual pre-assignments completed on
time.
One group assignment completed on time.
Active presence in class (at least 50%).
Please, see also ItsLearning for detailed
information.

The examinations contribute to the final grade
as follows: Presence 18%, Pre-assignments 32%,
Group assignment 50%.

Eriksson Niklas

Eriksson Niklas

https://arcada.itslearning.com/ External link

No limit (22 students enrolled)

12 months after course has ended

2019-08-12 to 2019-09-08

• Date will be announced later - Reports and productions
• Date will be announced later - Other assignments