The course takes place in period

2 (2020-10-26 to 2020-12-31)

Level/category

Professional studies

Teaching language

English

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 that the student knows what it takes to
attract customers by creating valuable content for the customer. The
student understands the difference between outbound and inbound
marketing and learn the key components of planning and creating an
effective inbound strategy. By understanding the inbound
methodology and how it helps businesses attract, convert, close and
delight customers, students will have the knowledge to develop
solutions for any company that want to sustain differentiation,
outperform the competition and secure financial growth.

Learning outcomes

The student:
- knows the means of an effective inbound strategy
- knows different social media tools and is able to use these to reach
and communicate with customers
- is familiar with different Inbound marketing software platforms
- can effectively use an inbound marketing platform to attract and
convert customers
- knows how to turn leads to profitable customers
- is able to plan and launch contents for blogs and landing pages
- can plan a digital onboarding process
- can plan and execute a successful webinar
- is able to use analytics to follow up on KPI?s

Course contents

- SEO, Search Engine Optimization
- Content strategy
- Webinar platforms
- Blog posts
- Dissemination Strategy
- Social media promotion
- Visual content
- Prospects to leads
- Leads to customers
- Customer onboarding
- Hubspot Marketing Hub
- Lead nurturing
- CRO

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

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

Demonstrations and proficiency exams

Assessment requirements

To pass the course the student should pass the following
examinations:
Examination 1 ....
Examination 2.... etc.
(examinations include written examination tests, demonstrations and
presentations, reports and produktions, essays, and also presence at
specified occasions)

The examinations contribute to the final grade as follows: ...

Teacher

Forsström Mikael

Examiner

Forsström Mikael

Group size

No limit (41 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2020-10-12 to 2020-10-22

Assessment methods

Date will be announced later - Demonstrations and presentations

Room reservations
Date Time Room Title Description Organizer
2020-10-27 12:30 - 15:00 Inbound Marketing Forsström Mikael
2020-11-06 09:00 - 13:00 Inbound Marketing Forsström Mikael
2020-11-13 09:00 - 12:00 Inbound Marketing Forsström Mikael
2020-11-17 09:00 - 12:00 Inbound Marketing Forsström Mikael
2020-11-24 09:00 - 12:30 Inbound Marketing Forsström Mikael
2020-12-03 12:30 - 15:15 Inbound Marketing Forsström Mikael
2020-12-08 12:30 - 14:30 Inbound Marketing Forsström Mikael
2020-12-15 10:00 - 12:30 Inbound Marketing Forsström Mikael

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