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
• International business management 2020 (part-time) - Business management
• International business management 2020 (full-time) - Business management
• International business management 2021 (full-time) - Business management - specialised professional studies
• International business management 2021 (part-time) - Business management - specialised professional studies

2 (2021-10-25 to 2021-12-31)

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
- analyze digital marketing activities

- The digital marketing landscape: paid, earned
and owned media.
- Online consumer behavior
- Adoption of technology
- User experience
- Social media and content marketing
- Online advertising
- Search engine optimization
- Neuromarketing and eye tracking
- Digital marketing frameworks

The prerequisites of the degree program - A
bachelor degree in business (or equivalent) and
at least two years work experience gained after
completing the higher education degree.

Chaffey, D & Ellis-Chadwick, F. (2019). Digital
Marketing, Pearson 7th edition.

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

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: Pre-assignments 50%,
Group assignment 50%.

Wehren Anna

Eriksson Niklas

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

No limit (33 students enrolled)

12 months after course has ended

2021-10-11 to 2021-11-07

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