Level/category

Professional studies

Teaching language

Swedish

Type of course

Compulsory

Cycle/level of course

First

Recommended year of study

3

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
marketing
- understand online consumer behavior processes
- explore options for building traffic to Web
sites for effective web analytics
- review the role of social media in
marketing
- 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,
Estland.

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
York

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

Workload

  • 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: ...

Teacher

Eriksson Niklas

Examiner

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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