DØL116 Digital Marketing

Contents and structure

This course provides an introduction to digital marketing, digital strategy, and online communication. The development of the Internet and new digital technologies offers marketers both opportunities and challenges. The course explains how organizations can adapt their marketing activities to this development in order to create value for customers, businesses, and society.

Students will gain an overview of the impact of digitalization on markets, the customer decision journey, and digital touchpoints such as websites, digital advertising, social media, mobile marketing, and email campaigns. The course also includes content production for various digital channels.

Furthermore, students will gain insight into digital strategy, the operational use of digital marketing tools, digital media channels, and the analysis of marketing effects. The course provides knowledge of the language, audiences, and dynamics of different digital and social platforms.

The course also highlights how customers’ digital footprints can be used responsibly in ways that safeguard privacy while strengthening the basis for decision-making in marketing communication. In addition, it introduces how artificial intelligence is used in digital marketing, including analytics, personalization, and automation.

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 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

• Have knowledge of the use of artificial intelligence in digital marketing, including analysis, personalization, and automation

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

• Utilize artificial intelligence in digital marketing to analyze data, personalize customer experiences, and automate 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.

Compulsory learning activities

Two mandatory learning activities must be approved before you can take the exam.

These learning activities should be completed in groups of 3-6 participants.

The approval of learning activities is valid in the examination semester and the subsequent three semesters to ensure that students continuously integrate and apply relevant skills in the rapidly evolving field of digital marketing.

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. The grade for the oral exam is the same as the final grade.

The grade following the oral exam can be determined individually for each group member.

Oral exam duration 40 minutes

The time for the group based assignment will be provided at the beginning of the semester.

The date and time for the oral examination will be specified at the start of the semester

Grading scale is A-F where F is fail.

Examination support material

Group based assignment: All

Oral exam: None

More about examination support material

Course reductions

• FLE116 - Digital marknadsleiing - Reduction: 7.5 studypoints