DØL116 Digital Marketing

Contents and structure

This course will provide an introduction to digital marketing, digital strategy and online communication. The Internet and the development of new digital technologies and resources give marketers access to new tools and provide new challenges. The course provides knowledge about the opportunities and challenges this development entails and how company's marketing can be adapted to this development in order to create value for customers, businesses and society.

Creating results in marketing and communication increasingly involves using digital channels in the form of websites, digital advertising, social media, mobile marketing and email campaigns. The aim of the course is to provide an overview of what digitization means for markets, customers' decision-making journey, new digital contact points both online, in social media and through mobile solutions.

The purpose is to provide knowledge and insight into what digital marketing entails, digital strategy, operational implementation of digital tools in marketing, digital media channels, as well as analysis of effects. The course contributes knowledge of basic principles for marketing, as well as knowledge of new digital and social channels, the language used there, and which users are engaged by the various channels. Throughout the customer journey, customers leave digital traces, these traces must be known and used in a thoughtful way so that privacy is safeguarded and a good decision-making basis is obtained for the choice of content and channel in marketing communication.

Learning Outcome

After completing and passing this course, the students will be able to:

Knowledge

• Explain how digital marketing and social media affect the company's value creation

• Describe the customer experience and customer journey in a digital age

• Know the difference between traditional marketing and digital marketing

• Be able to explain what digital marketing strategy entails

• Know how digitization affects the marketing mix (4 Ps)

• Know the distinctive features of the most important tools in digital marketing

(search engine optimization/marketing (SEO/SEM), e-mail campaigns,

display advertising, social media, and mobile communication

• Have knowledge of content production

• Have knowledge of analysis of market data and privacy

Skills

• Identify characteristics of a company's target groups/interest groups/personas

• Analyze and evaluate digital strategies

• Propose a strategy for digital marketing

• Identify a business's potential to create content

• Analyse, evaluate, and propose measures within social media and digital marketing

• Assess the potential for using data from the customer journey to improve marketing and communication

• Set good target figures for digital marketing initiatives

• Make a structured analysis of the results of marketing initiatives

General competence

• Understand the impact of digitization on the interaction between business, market, customers, and Stakeholders and what it means for marketing

• Understand how social media works and can have an effect on society

• Know various challenges in connection with digital marketing and privacy

• Understand what kind of strategic choices, approaches and measures are appropriate for online marketing and communication in a business

Entry requirements

None

Teaching methods

The course is conducted with physical lectures and possibly synchronous and asynchronous digital sessions. During the course, the students will learn through work with case assignments, discussion assignments and practical exercises. The learning material will consist of books, articles, videos, podcasts and digital tools. The participants work in groups and will receive feedback and guidance during the course (possibly digitally)

Compulsory learning activities

2 mandatory submissions/written assignments must be approved before taking the exam.

Assessment

Group based assignment with adjusting oral examination.

The grade will be announced at least 24 hours before the adjusting oral examination starts. The grade may be adjusted up or down by maximum one grade.

Grading scale is A-F where F is fail.

Examination support material

All

More about examination support material