Course description

Topics in Digital Marketing

Introduction

This course is centered around ‘digital’ topics in marketing, ranging from online, social, and mobile media, to the analysis of the data that these new channels enable. It will utilize both theoretical learnings, and practical applications including hands-on knowledge of how to use tools related to online marketing.

Course content

  • Digital marketing fundamentals
  • Digital marketing strategy development
  • Digital marketing: Implementation and practice

Learning outcome knowledge

Knowledge about the frontier in practice and theory related to:

  • digital communication channels
  • digital marketing related data and how they are analyzed
  • customer journey and digital information search behavior
  • digitalized customer clubs and loyalty programs
  • digital self-service
  • personal data and privacy

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Exam organisation

  • Class participation: 20%
  • Written assignment: 50%
  • Written exam: 30%