Developing Effective Digital Marketing (5cr)

Objective

Students learn to plan, justify, and lead digital marketing solutions, as well as to build goal-oriented entities that support business objectives and customer acquisition.

Upon completion of the course, the student:
- is able to examine digital marketing as part of an organization’s strategic framework
- is able to plan, justify, and develop digital marketing solutions from the perspective of organizational objectives
- is able to build customer-oriented and goal-driven content and channel strategies
- is able to lead and develop digital customer acquisition and support sales
- is able to evaluate digital marketing effectiveness and propose improvements
- is able to critically assess digital marketing and identify needs for renewal.

Content

- Digital marketing as part of organizational strategy and business
- Customer-oriented planning and building integrated solutions
- Strategic selection and development of digital channels and content
- Digital customer acquisition and supporting sales as part of a broader whole
- Evaluation and development of digital marketing effectiveness
- Critical analysis and renewal of digital marketing

Assessment criteria, satisfactory (1)

Pass:
Student
- is able to examine digital marketing as part of an organization’s overall strategic framework
- is able to design and justify digital marketing solutions from the perspective of the organization’s objectives
- is able to build target group–driven and goal-oriented content and channel strategies
- is able to evaluate the effectiveness of digital marketing and present well-founded development proposals.

Further information

The course is at Master’s level.