Marketing in the Digital World (4cr)

Objectives (course unit)

A minority of companies still rate their digital communications or customer communications at an advanced level. Instead they are still in the phase of transformation and development of their digital marketing capabilities. This course is not only about digital marketing – it is about marketing in a digital world. It will give the students skills in planning and executing digital marketing. The key question is: how can companies, both BtoC and BtoB, benefit from digitalizing their marketing operations.

The course consists of theory lectures and weekly exercises where some of the digital marketing tools are used in practice.

After completing the course the students will be able to
• describe and explain the various forms of digital marketing and
social media
• design a digital marketing roadmap for a company
• use the tools of social media in business to establish a social
media marketing campaing
• create basic web pages, a blog or an online shop

Content (course unit)

What is digital marketing?
What are the opportunities and threats of digital marketing?
What are the digital marketing media and tools?
How can a company enter the digital world in a structured and planned way?

Prerequisites (course unit)

Introduction to Marketing 1 and 2 or equivalent

Assessment scale

0-5

Further information

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