Curricula

Objective

You understand the concepts of paid, earned and owned media and are are able to analyze and develop the business and services making use of various tactical level digital tools and social media.

You understand the importance of digital marketing in strategic marketing planning and development.

You understand the online customer behavior and is able to guide the organization or the company's products and services, marketing activities in the digital environment, the changing needs and demands.

Content

Student gains a broad knowledge and skills base incl. digital sales funnel with inbound, leads, conversions, CPI, CPC, affiliate marketing, display advertising, search engine marketing - and optimization, social media and online direct marketing, as well as content marketing.

Qualifications

Principles of marketing

Assessment criteria, satisfactory (1)

1 (poor)
You are familiar with the basic terms of digital marketing. You are able to identify and evaluate the different types of customers and customer groups' needs and problems of digital marketing. You know how web analytics can be used to marketing decision-making. You understand the role of digital marketing in the development of the organization to the changing needs.
2 (satisfactory)
You are able to independently analyze a company or organization of digital marketing communications. You are able to produce digital marketing campaigns for different target groups.

Assessment criteria, good (3)

3 (good)
You are able to develop the company's digital marketing. You are able to critically assess the development needs, as well as posts for improvements to make the working environment and also in an international context.
4 (very good)
You are able to critically analyze and develop marketing in the digital environment. You are able to control the marketing of digital channels as a whole. You show mastery to develop the company's marketing strategy for digital channels.

Assessment criteria, excellent (5)

5 (excellent)
You are able to develop the digital marketing channels and develop new audiences, products, or services. You demonstrate mastery of digital marketing strategic engagement in such a way that development work can be shown evidence of analysis tools in measuring the organization's expansion of the business and development.

Materials

Chaffey.D., Ellis-Chadwick, F. 2015. Digital Marketing: Strategy, Implementation and Practice (5th Edition). Pearson Education Canada.