RE6-2008 Digital marketing

Contents and structure

The course provides insight into the principles and practices related to digital marketing and distribution. The course aims to provide insight into the principles and practices of marketing and distribution via digital technology. Furthermore, the course will provide understanding and tools to work in the increasingly complex arena of digital marketing and marketing communication. Digital marketing offers enormous opportunities but also contains challenges and pitfalls that will be highlighted. The course is designed in such a way that students gain practical insight into how to handle and develop strategies to reach consumers and customers and which tools are suitable in each case.

The course covers:

• Basic digital marketing
• Digital marketing tools such as email, affiliate marketing and online partnerships, viral marketing, online advertising, social media, online PR, SEM (search engine marketing), SEO (search engine optimization), mobile and wireless devices.
• Websites and domains
• Social media and viral marketing
• Mobile technologies
• Email marketing
• E-commerce
• Distribution of tourism products (packaging) and preparation of various calculations
• Developing a strategy for digital marketing communication

Learning Outcome

Knowledge

The student shall:

• Have knowledge of basic digital marketing communication and distribution.
• Have knowledge of the business landscape and users in social media.
• Have knowledge and an overview of the use of digital communication channels.
• Have an overview of various booking systems and their general characteristics.
• Have knowledge of potential opportunities and threats related to the use of digital communication channels.
• Have knowledge of the different phases and roles in the distribution system of tourism products.
• Understand the relationship with branding.
• Have knowledge of methods related to measuring and evaluating digital marketing channels.

Skills

The student shall:

• Develop a package and know how to market and distribute it.
• Develop cost calculations for various packages.
• Utilize viral marketing and social media in practice.
• Develop a plan for the use of viral marketing and social media.

General Competence

The students shall:

• Develop various social media platforms as part of the business/organization strategy.
• Be able to analyze context, plan, and develop marketing strategies for viral marketing and social media.
• Be able to apply digital marketing communication and distribution in practice, e.g., in situations related to media and PR, branding, and e-commerce.
• Be able to identify ethical issues and recognize potential pitfalls in viral marketing and social media.

Entry requirements

None

Recommended previous knowledge

BØA116 or similiar marketing courses

Teaching methods

Lecture, individual work, group work, digital channels, guest lectures, visit to businesses and organizations etc.

Compulsory learning activities

1-3 assigments

Assessment

Individual written school exam 5 hours,

Grading:A-F, where F corresponds to fail.

Examination support material

None

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