The course takes place in period

2 (2022-10-24 to 2022-12-31)

Level/category

Professional studies

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 to give an umbrella view
of the digital marketing and its components.

Learning outcomes

At the end of the course the student is expected
to be able to...

  • describe concepts of digital marketing
  • understand online consumer behavior processes
  • explore options for building traffic to Web
    sites
  • review the role of social media in
    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: Paid, Earned and
    Owned (PEO)
  • Online advertising
  • Social Media and Content marketing
  • Search engine optimization (SEO)
  • E-mail marketing and analytics

Prerequisites and co-requisites

The course Introduction to Marketing must be
completed.

Additional information

Attendance at the Introduction lecture is
mandatory. In order to complete the individual
assignments, attendance at the guest lectures is
necessary. Attendance in presentation of the
group assignment is mandatory.

Recommended or required reading

Main book - available at Perlego
Digital Marketing, Seventh Edition (2019) by
Dave Chaffey, Fiona Ellis-Chadwick
Additional reading - available at Perlego
Digital Business and E-Commerce Management,
Seventh Edition (2019) by Dave Chaffey, Tanya
Hemphill, David Edmundson-Bird
Material provided by the lectures and the guest
lecturers during the course.

Study activities

  • Lectures - 25 hours
  • Small-group work - 10 hours
  • Project- and production work/artistic activities - 50 hours
  • Individual studies - 40 hours
  • Seminars - 10 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

To pass the course the student should pass the
following examinations:
An individual assignment
A group assignment
The assigments and the requirements will be
presented during the introduction lecture.

Teacher

Henriksson Robert

Examiner

Henriksson Robert

Group size

No limit (51 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2022-10-10 to 2022-10-20

Assessment methods

Date will be announced later - Reports and productions

Room reservations
Date Time Room Title Description Organizer
2022-10-25 12:30 - 15:00 B518 Digital Marketing Landscape - Introduction Henriksson Robert
2022-11-01 12:30 - 15:00 Digital Marketing Landscape Search Engine Optimizing (SEO) https://us06web.zoom.us/j/84937239483?pwd=emxSTlNMTWtmYlhDRGYvNy9WeTFEUT09 https://arcada.zoom.us/j/65257943222 Henriksson Robert
2022-11-08 12:30 - 15:00 Digital Marketing Landscape Google Analytics https://us06web.zoom.us/j/81031793370?pwd=ZktpVllJZU5IaWp4TFRvazN1UGxpZz09 Meeting ID: 810 3179 3370 Passcode: 563144 Henriksson Robert
2022-11-15 12:30 - 15:00 Digital Marketing Landscape Google Ads Henriksson Robert
2022-11-22 12:30 - 15:00 Digital Marketing Landscape Social Media Marketing Henriksson Robert
2022-11-29 12:30 - 15:00 Digital Marketing Landscape Programmatic Advertising Henriksson Robert
2022-12-09 12:00 - 14:30 Digital Marketing Landscape E-mail Marketing Henriksson Robert
2022-12-13 12:30 - 15:00 Digital Marketing Landscape Content Marketing Henriksson Robert
2022-12-19 08:30 - 11:00 Digital Marketing Landscape Presentations Henriksson Robert
2022-12-19 12:15 - 14:45 Digital Marketing Landscape Presentations Henriksson Robert

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