Marketing in the Digital World 3B00CX06-3003 03.03.2020-31.07.2020 4 cr(20KVHN1, ...)+-
Learning outcomes of the 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
• 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
Prerequisites and co-requisites
Introduction to Marketing 1 and 2 or equivalent
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?
Name of lecturer(s)
Language of instruction
03.03.2020 - 31.07.2020
09.12.2019 - 10.01.2020
Unit, in charge
Bachelor's Degree Programme in International Business