FØS8107 Digital marketing

Contents and structure

This course will provide students with broad knowledge of the theories, information and assessments that form the basis when organizations design their marketing strategies and especially digital marketing strategies. Students will learn to analyze the market and use models and tools to plan and carry out marketing activities. The course aims to enable students to master professional tools in a modern and digital world, and reflect critically on current and future challenges for marketers of businesses that compete regionally, nationally and globally.

This course is part of the project A Digital Ryfylke and is course number 3 in a sequence of a total of 6 course.

Learning Outcome

Knowledge

The student has:

• broad knowledge of key topics, theories, issues, processes, tools and methods related to how organizations;
  • plans, organizes and controls its marketing offering
  • analyzes the market and consumer behavior
  • find target groups and position themselves
  • can adapt and use different competitive tools
• knowledge of current and emerging research and issues that are relevant to the marketing subject
• knowledge of the history, traditions, uniqueness and place of the marketing profession in a digital age.

 

Skills

The student can:

• analyze and discuss practical issues in the light of theories and models in the marketing literature and
• can justify their choices be able to find, evaluate and refer to relevant information and subject matter and present this in the light of an issue within digital marketing
• can master professional tools and techniques, including digital tools

 

General competence

Students:

• has the ability to critically reflect on the use of theories and models to master the challenges that marketers face
• can convey and discuss marketing theory, models and analyzes both in writing and orally
• can make independent reflections on ethical, environmental and legal challenges related to key issues in marketing
• knows about innovation and innovation processes from a marketing perspective and with particular emphasis on a digital marketing perspective

Entry requirements

None

Recommended previous knowledge

FØS8106 og FØS8107 or similar courses

Teaching methods

Meetings, lectures, self-study, group work, discussions and case analysis.

Compulsory learning activities

Two work requirements, a multiple-choice test and a written assignment in groups.

Assessment

Home exam over 10 days in groups of 2 - 3 students - 60%

Oral exam individual 20 minutes - 40%

Grade scale A - F

Examination support material

All printed and written aid is allowed

More about examination support material

Course reductions

• BØA116 - Marknadsføring - Reduction: 7.5 studypoints
• ØKB2121 - Internasjonal marknadsføring - Reduction: 7.5 studypoints