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
• International business management 2022 (part-time) - Business management - specialised professional studies
• International business management 2022 (full-time) - Business management - specialised professional studies
• International business management 2023 (full-time) - Business management - specialised professional studies
• International business management 2023 (part-time) - Business management - specialised professional studies

2 (2023-10-23 to 2023-12-31)

English

Compulsory

Second

1

5 cr

In this study unit the focus will be for you to
build the following competences:

- Competence in digital transformation of the
business landscape
- Competence in digital marketing activities and
developments.
- Competence in international business conduct,
spoken and written business communication,
teamwork

After completing the study unit, you:

(knowledge)

- have knowledge of theories and models of
individual behaviour change and user adoption and
acceptance of technology.
- comprehend different models for analyzing online
consumer behavior
- are able to examine the digital marketing
landscape
- can explore options for building traffic to Web
sites
- know how to analyze digital marketing activities
- understand the importance of adopting high
standards in conduct and communication

(skill)

- can evaluate digitalization needs, alternatives
and actions of businesses and provide reports on
the matter.
- have insights in digital solutions for online
advertising.
- can develop strategies for digital marketing
- can use a technology framework for analysing a
business environment.
- adopt a polite and polished style of written and
spoken communication.

(attitude)

- can take on an exploratory approach towards the
use of technology in businesses, such as social
media and content marketing.
- develop a critical but positive view on how to
solve business problems related to digital
transformation.
- increase your awareness of and adopt a
sensitivity towards differences in the code of
conduct in different business encounters.

- 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

A bachelor degree 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%.

Eriksson Niklas

Eriksson Niklas

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

No limit (32 students enrolled)

12 months after course has ended

2023-10-09 to 2023-11-05

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