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Digital marketing (DIG2103)

Introduction

Digital marketing consists of four modules: (1) digital economy and business models, (2) e-commerce, (3) social communication, and (4) digital marketing. Below is the overview of topics covered in the course.

1. Digital economy and business models

  • In this part of the course the students will learn about the development of new technologies, technological convergence, new services, new businesses, attention economy, experience-based economy, radical/disruptive innovations, disruptive technology, etc.
  • The students will learn about transaction costs, networks costs, commodity syndrom, asymmetric information. In other words, what digital economy involves and how it works in practice.
  • The students will also get the introduction to business development and business models, including different components and business model types.
  • We will analyse how the digital society functions by showing the interplay between technological development, social changes, consequences for various kinds of organisations.
  • Throughout this part of the course the students will work directly with the following services/tools: blogs, Twitter, Google Docs, social bookmarks, personal programmes for notetaking, etc.

2. E-commerce

  • In this part of the course we look specifically at the items that are related to e-commerce.
  • A basic introduction about the necessary technological infrastructure within e-commerce is offered to the student. Among other things, the focus is on different digital channels and payment systems.
  • The course section is both linked to B2C and B2B markets.

3. Social communication

  • In the last part of the course, the focus will be on social communication as an important success factor on social media. The students will learn about:
    • Social media fenomenon and its role in the societies¿ development
    • Social platforms, their commonalities and speficic characteristics and capabilities
    • Use cases
    • Strategic, personal, organisational aspects of social media
    • Challenges
    • Law and privacy
    • Organisational culture and ethical challenges

4. Digital marketing

  • In this part of digital marketing the students will learn about the differences between traditional and digital marketing. There will be discussions about the differences and similarities between how these two approaches to marketing work, and the emphasis will be made on integrated marketing.
  • An important area of focus will be to establish the process of digital marketing planning. The students will understand the link between e-marketing strategy and business goals, through the integration of offline and online marketing strategies.
  • The students will get insights on the owned, paid and earned media and the most widely used digital channels, including own websites, display, paid search, affiliate marketing and email marketing. Additionally, they will learn about prototyping, search engine optimisation, ecommerce, webanalysis and more.

The course relies on several teaching methods, including lectures, flipped classroom (whereby the students are expected to be responsible for their own learning), student presentations, discussions in the classroom and on the course's Facebook page.

You will be presented with various tasks, workshops and cases that involve a comprehensive self-effort. Everyone must, among other things, establish their own website and install Google Analytics. Various digital services are used during the course, hence regular blog tasks that the students will perform.

Learning Outcomes

Knowledge

The student...

  • recognises the most important differences between physical products of the industrial economy, service economy and digital economy
  • can discuss /analyse the meaning of different business model concepts
  • can explain how new technologies and disruptive services impact on the society's development
  • can analyse how social media and the fragmented media landscape change the premises for organisations' comminucation
  • can define and list the driving forces for relationship development between organisations and their stakeholders on social media
  • can explain the interplay between digital media and traditional media, whereby every channel's specific characteristics are adapted to serve a business' communication objectives
  • can explain the principles and mechanisms of digital marketing and describe various digital channels used for marketing communication and distribution, as well as their use cases
  • understands the necessary infrastructure for e-retail
  • can discuss how different actors in e-trade makes money
  • understands the existence of different requirements, needs and constraints of available web applications

Skills

The student...

  • can create his/hers own "digital identity"
  • can create a virtual CV
  • can use various digital services/tools such as blogs, wikis, collaborative writing tools, Twitter, Facebook, LinkedIn, social bookmarks and other digital media
  • can plan and implement digital marketing campaigns
  • can plan an e-commerce project
  • can search for relevant digital information and be able to critically evaluate it

General competence

The student...

  • can reflect on the digital openness and transparency as core values in social communication
  • can collaborate in groups and work on projects
  • can create and publish independent work on digital media
  • can initiate personal conversations and value-based communication via digital media and channels

Degree

Bachelor of Marketing and Brand Management

Bachelor of Marketing and Sales Management

Bachelor of Innovation and Entrepreneurship

Bachelor of Digital Business

Bachelor of Business and Administration

Bachelor of Travel and Tourism Management and Experience Development

Bachelor of Service Management

Bachelor of Hotel Management

Bachelor of Purchasing Management

Bachelor of Human Resource Management

Bachelor of Creative Marketing Communications

Bachelor of PR and Communications

Learning activities

The course relies on several teaching methods, including lectures, flipped classroom (whereby the students are expected to be responsible for their own learning), student presentations, discussions in the classroom.

You will be presented with various tasks, workshops and cases that involve a comprehensive self-effort. Everyone must, among other things, establish their own website and install Google Analytics. Various digital services are used during the course, hence regular blog tasks that the students will perform.

Student work load

Total amount of hours a student need (in order to prepare and read literature, discuss with peers, and work with assignments) are 800.

144 hours of lecturing time in class

250 hours of preperation

250 hours of project management and exams

156 hours of practical use of digital technology

Tools

Vi vil bruke ulike digitale arbeidsverktøy, opprette web sider, analysere data med mer. Du vil bli kjent med de viktigste verkøtyene fra Google, Facebook og lignende. 

We will use various digital work tools, create web pages, analyze data, and more. You will get to know the tools from Google, Facebook, and the like.

Links to industry

Throughout the course, the students will work with real and specific business cases. Additionally, external guest speakers from the digital marketing field will be invited.

Examination

Digital economy and business models

Exam type 1: Individual portfolio assessment

Duration: 2-10 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail 

Weighting: 30 % of the overall grade

Support materials: All support materials are permitted

 

E-commerce

Exam type 2: Portfolio assessment in groups (2- 3 students)

Duration: 2-10 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail 

Weighting: 20 % of the overall grade

Support materials: All support materials are permitted

 

Social communication

Exam type 3: Portfolio assessment in groups (2-3 students)

Duration: 2-10 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail

Weighting: 20 % of the overall grade

Support materials: All support materials are permitted

 

Digital marketing

Exam type: Individual portfolio assessment

Duration: 2-10 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail

Weighting: 30 % of the overall grade

Support materials: All support materials are permitted