The course is included in these curricula and study modules
The course takes place in period
3 (2020-01-01 to 2020-03-22)
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
First
Recommended year of study
2
Total number of ECTS
5 cr
Competency aims
The aim of the course is that the student knows the practice of
optimizing and focusing on strategies that increase the quantity, quality
and lifetime value of a company's marketing funnel.
The student is introduced to different digital channels and can use
these to drive traffic to an organisation's website. The student
understands the difference between outbound and inbound marketing
and manages to combine the best of both worlds to raise awareness
and reach customers.
Learning outcomes
After completing the course, the student should:
- Know the principles of growth marketing
- Be able to plan and implement digital advertising in different channels
- Be able to see the advantages of a data-driven approach
- Be able to calculate and report back on different growth metrics
- Be aware of the possibilities Content Marketing provides
- Implement a company's Content Marketing Strategy
- Know different social media tools and be able to effectively use them
to reach and communicate with customers
- Be able to develop strategies for a multi-device and multi-channel
approach
Course contents
- Digital Ads- different types and channels
- Various social media platforms
- Content Marketing
- Dissemination Strategy
- Integration of social media and digital campaigns
- Analytics
- Growth marketing
- Inbound marketing
Recommended or required reading
Ward Mattias. 2016. Data driven marketing.
Ellis Sean. 2017. Hacking Growth: How Today's Fastest-Growing
Companies Drive Breakout Success
Study activities
- Lectures - 35 hours
- Excursions and demonstrations - 10 hours
- Individual- and group instruction - 5 hours
- Practical exercises - 20 hours
- Project- and production work/artistic activities - 40 hours
- Internet-based studies - 23 hours
Workload
- Total workload of the course: 133 hours
- Of which autonomous studies: 133 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Participation in tuition
Assessment methods
- Demonstrations and proficiency exams
- Essays, reports, productions and portfolio
Assessment requirements
To pass the course the student should accomplish
the following:
Hand-in assignments according to deadlines in itslearning.
Teacher
Forsström Mikael
Examiner
Forsström Mikael
Home page of the course
Group size
No limit (79 students enrolled)
Assignments valid until
Until date 2020-05-01
Course enrolment period
2019-12-05 to 2020-01-08
Assessment methods
- Date will be announced later - Demonstrations and presentations
- 2019-06-14 - Reports and productions
Date | Time | Room | Title | Description | Organizer |
---|---|---|---|---|---|
2020-01-14 | 10:15 - 12:00 | D4107-08 | Growth Marketing (A+B) | Forsström Mikael | |
2020-01-21 | 09:15 - 12:15 | F365 | Growth Marketing (A) | Forsström Mikael | |
2020-01-21 | 13:00 - 16:00 | E383 | Growth Marketing (B) | Forsström Mikael | |
2020-01-28 | 09:00 - 12:00 | F365 | Growth Marketing (A) | Forsström Mikael | |
2020-01-28 | 12:45 - 15:45 | E383 | Growth Marketing (B) | Forsström Mikael | |
2020-02-04 | 08:45 - 11:45 | F365 | Growth Marketing (A) | Forsström Mikael | |
2020-02-04 | 12:30 - 15:30 | E383 | Growth Marketing (B) | Forsström Mikael | |
2020-02-13 | 09:15 - 12:15 | F365 | Growth Marketing (A) | Forsström Mikael | |
2020-02-13 | 13:15 - 16:15 | F365 | Growth Marketing (B) | Forsström Mikael | |
2020-02-25 | 09:15 - 12:15 | F365 | Growth Marketing (A+B) | Forsström Mikael | |
2020-02-25 | 13:00 - 16:00 | F365 | Growth Marketing (B) | Forsström Mikael | |
2020-03-03 | 09:15 - 12:15 | F365 | Growth Marketing (A+B) | Forsström Mikael | |
2020-03-03 | 13:00 - 16:00 | F365 | Growth Marketing (B) | Forsström Mikael |