Digital Marketing and Analysis

This course provides a broad introduction to topics, theories and tools used in digital marketing. In the course, students learn to design and implement digital marketing strategies and initiatives, using data analysis in decisions. The course provides practical experience with analytics tools to measure marketing performance.Topics in the course include digital marketing and digitalization, online consumer behavior, digital marketing across the customer journey, digital services, websites and apps, digital channels, AI in digital marketing, and digital analytics, testing and experimentations.

Language of instruction is English

ØAADM1001 Marketing or similar

After completing the course, the student should have the following overall learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student has in-depth knowledge of

• how digitalisation influences marketing
• key theories in digital consumer behaviour, marketing and analysis
• tools, techniques, and channels used in digital marketing

Skills

The student is able to

• plan, design and evaluate digital marketing strategies and initiatives
• collect and analyse relevant digital marketing data, and present the insights

General competence

The student can

• reflect on the role of digital marketing in business and society
• discuss ethical issues in digital marketing including AI and privacy challenges

As teaching and learning methods, the course uses lectures and readings, case discussions, and lab sessions using digital analytics tools.

The teaching takes place with in-person attendance on campus.

The following coursework requirements must have been approved for the student to take the exam:

• Coursework 1: Collect and analyse relevant data and present the results in class (15 minutes presentation). This coursework will be done in groups of 2-5 students
• Coursework 2: Prepare a case solution for one of the cases in the class (1-2 pages). The students must hand in their coursework in English

The purpose of the coursework requirements is to ensure that the students get practical experience in digital marketing tools and analysis.

All required coursework must be completed and approved by the given deadline before the student may take the exam. If the coursework requirement is not approved, the student will be given one opportunity to submit an improved version within an extended deadline.

The exam in the course is a supervised exam of 4 hours.

The students must write their exams in English.

All printed and written material allowed.

Grade scale A - F

The exam papers are assessed by one internal and one external examiner

At least 25 % of the exam papers will be assessed by two examiners. The grades awarded for the papers assessed by two examiners form the basis for determining the level for all the exam papers.