This course will in combination with the bachelor thesis, 15 credits, amount to a 30 credits specialization in Digital Marketing.
Marketing is changing. Customer journeys create new digital touchpoints online, in social media and on mobile platforms. New technology gives marketers access to new tools and creates new challenges. This course provides a basic introduction to digital marketing, digital strategy, operative implementation of digital tools in marketing, digital media channels and analytics. The goal is that students should get an overview of digitalization in markets and society, and understand what digital marketing is all about. Moreover, students will plan, execute and analyze digital marketing activities. The course provides both knowledge of digital marketing and practical skills using basic tools.
Digital marketing consists of three underlying topics: (1) Digitality in markets (2) Digital marketing and (3) Content marketing. The students will participate in several practical seminars related to the development of their own blog / website, content production and measurement of the effects of digital marketing. The blog / website enables the students to carry out different forms of digital marketing activities. Central computer tools such as Google Analytics and more will be used during the course periode. Important topics in the course include:
• The digital online community. Where digital economy, sharing economy and network effects (among other subjects) are discussed
• Digital marketing - differences and similarities with traditional marketing, concepts, tools and communication channels
• Micro and macro perspective on digital marketing - digital customer trips, the competition arena, changes in society that affect markets and marketing
• Digital strategy - set goals, select segments, plan and implement a digital campaign
• Digital marketing mix - how digital objectives affect price, product, distribution and communication
• Various digital tools and communication channels - SEO / SEM, email marketing, display, social media, mobile etc.
• Create digital content through understanding of content marketing
• Analysis and evaluation - effects of digital marketing
• Ethics, data integrity and privacy - Norwegian and European legislation
• Basic training in various digital tools
This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.