Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

In this study unit the focus lies on the following


Customer-centric competence

Learning Competence

Technological Competence

Fact based decision making competence

SDG´s in focus: 4, 8, 9, 11, 12

Learning outcomes

Upon completion of this study unit:

You have a solid foundation of the inbound

marketing mindset. (Knowledge)

You have a good understanding of the significance

of developing a strategic marketing plan tailored

for the different stages of the inbound marketing

methodology. (Knowledge)

You can innovate, and create different types of

content across multiple channels for an effective

inbound strategy. (Skills)

You can use inbound marketing tools and platforms

to attract, engage, and delight customers.


You have an open mindset, display

creativity in teamwork, and present views and

arguments constructively in a professional context


Course contents

- Inbound marketing fundamentals

- Hubspot Marketing Platform

- Content marketing


- Visual content

- Storytelling

- Blogs

- Lead nurturing

- Conversion paths

- Webinars

Prerequisites and co-requisites

20 cr completed from subject module.

Recommended or required reading

Halligan, B., Shah, D., & Scott, D. M. (2014). Inbound Marketing:
Attract, Engage, and Convert. John Wiley & Sons.

A selection of content in Linkedin Learning. Course material in

Study activities

  • Lectures - 30 hours
  • Individual- and group instruction - 20 hours
  • Practical exercises - 20 hours
  • Project- and production work/artistic activities - 40 hours
  • Individual studies - 10 hours
  • Internet-based studies - 15 hours


  • 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

  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

To pass the course the student should pass the

following examinations:

-Individual assignments

-Group project


Forsström Mikael


Forsström Mikael

Group size

No limit

Assignments valid until

12 months after course has ended

Assessment methods

  • Date will be announced later - Demonstrations and presentations
  • Date will be announced later - Reports and productions

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