Digital markedsføring
Emnekode:
IML222NEmnenavn:
Digital markedsføringUndervisningssemester:
HøstStudieår:
2025 — 2026Undervisningsspråk:
EngelskStudiepoeng:
10 Studiepoeng
The following work requirements must be approved within the stated deadlines in order to take the exam in the subject:
- Written group task of the design of a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 4-6 persons. 3000 words +/- 15% and oral group presentation.
- Complete all mandatory modules.
If there is any doubt as to whether a student contributes or has contributed sufficiently to gain credit for a joint product, the routine described in the study plan is implemented during the examination and assessment.
Teaching and communication take place in the learning platform Canvas. The student will encounter varied learning methods through online lessons, self-study, practice tasks, self-correcting interactive tasks and occupation-relevant tasks of which some will be compulsory. The student will receive professional guidance, through webinars, discussions, peer-review, and group guidance.
The subject is made up of approx. 3-6 modules where each module is linked to a defined theme or a work period. The modules contain learning material related to the topic or period and are structured as a learning path that will lead to the learning outcome.
- Characteristics of the digital customer (B2C and B2B)
- The roles of digital marketing in the marketing mix
- Outbound and inbound digital marketing
- Home page design: Optimization of content and structure
- How to optimize conversion rates, A/B testing
- How to stimulate paid and organic traffic
- Search-engine optimization and search-engine advertising
- How to create brand awareness and interest in digital channels
- Effective use of social media
- Effective use of influencers
- How to optimally combine online and offline channels
- Using Google Analytics to optimize and learn from online strategies
- Using HubSpot to design effective CRM systems and online campaigns
Knowledge
The student
- has knowledge of current channels and tools in digital marketing
- has knowledge of both inbound and outbound strategies
- knows current tools for effective search-engine-optimization and search-engine-advertising
- knows the principles of optimally combining online and offline channels
- has knowledge of major digital CRM support systems, including HubSpot
- has knowledge of legal and ethical matters relevant to digital marketing
Skills
The student
- has the ability to evaluate the outbound and inbound marketing of companies
- can design effective strategies for increasing the paid and organic traffic to a home page
- can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
- can design campaigns that effectively integrate online and offline channels
- can use Google Analytics to optimize and learn from online strategies
General competence
The student
- has a broad understanding of the application of digital tools and channels
- can identify and deal with ethical dilemma in online marketing
- can participate in the discussion of "good practice" in digital marketing
Norwegian
Scandinavian languages
English
The following work requirements must be approved within the stated deadlines in order to take the exam in the subject:
- Written group task of the design of a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 4-6 persons. 3000 words +/- 15% and oral group presentation.
- Complete all mandatory modules.
If there is any doubt as to whether a student contributes or has contributed sufficiently to gain credit for a joint product, the routine described in the study plan is implemented during the examination and assessment.
Teaching and communication take place in the learning platform Canvas. The student will encounter varied learning methods through online lessons, self-study, practice tasks, self-correcting interactive tasks and occupation-relevant tasks of which some will be compulsory. The student will receive professional guidance, through webinars, discussions, peer-review, and group guidance.
The subject is made up of approx. 3-6 modules where each module is linked to a defined theme or a work period. The modules contain learning material related to the topic or period and are structured as a learning path that will lead to the learning outcome.
- Characteristics of the digital customer (B2C and B2B)
- The roles of digital marketing in the marketing mix
- Outbound and inbound digital marketing
- Home page design: Optimization of content and structure
- How to optimize conversion rates, A/B testing
- How to stimulate paid and organic traffic
- Search-engine optimization and search-engine advertising
- How to create brand awareness and interest in digital channels
- Effective use of social media
- Effective use of influencers
- How to optimally combine online and offline channels
- Using Google Analytics to optimize and learn from online strategies
- Using HubSpot to design effective CRM systems and online campaigns
Knowledge
The student
- has knowledge of current channels and tools in digital marketing
- has knowledge of both inbound and outbound strategies
- knows current tools for effective search-engine-optimization and search-engine-advertising
- knows the principles of optimally combining online and offline channels
- has knowledge of major digital CRM support systems, including HubSpot
- has knowledge of legal and ethical matters relevant to digital marketing
Skills
The student
- has the ability to evaluate the outbound and inbound marketing of companies
- can design effective strategies for increasing the paid and organic traffic to a home page
- can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
- can design campaigns that effectively integrate online and offline channels
- can use Google Analytics to optimize and learn from online strategies
General competence
The student
- has a broad understanding of the application of digital tools and channels
- can identify and deal with ethical dilemma in online marketing
- can participate in the discussion of “good practice” in digital marketing
Book
Digital marketing : strategy, implementation and practice
Chaffey, Dave, Ellis-Chadwick, Fiona, Harlow, Pearson, xxv, 534 sider, 2022, isbn:9781292400969,
Article
AI in marketing, consumer research and psychology: A systematic literature review and research agenda
Mariani, Marcello M. ; Perez‐Vega, Rodrigo ; Wirtz, Jochen, Hoboken, Wiley Periodicals Inc, 755-776, Psychology & marketing, 4, 39, 2022-04, 755-776,
View online
Article
Ethical Considerations in Digital Marketing: Challenges and Best Practices
Preeti vats, Monika Sharma, Mansi Batra Kawatra ; Manoj Sathe, Suchita Arora, Ashok Kumar Sahoo, Journal of Informatics Education and Research, 3, 4, 2024-08-16,
View online
Book Chapter
Ethics of Digital Marketing
Dr. Özlem KARAMAN, Editors Assoc. Prof. Dr. İnci ERDOĞAN TARAKÇI Asst. Prof. Dr. Ramazan ASLAN, Ethics of Digital Marketing, 169-185, isbn:978-625-6939-77-6,
Norwegian
Scandinavian languages
English