MF-206 Multimedia Marketing and Communications
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Kerttu Pauliina Kettunen
- Lecture Semester:
- Spring
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
- Bachelor's Programme in Tourism Management
Teaching language
EnglishRecommended prerequisites
MF-102 Marketing and MF-205 Consumer Behaviour or equivalent
Course contents
The rise of social media is changing the nature of marketing and challenges traditional marketing thinking. It is important for marketing professionals to understand how social media have changed the way consumers communicate, understand, and influence each other. Social media come in variety of forms and support numerous genres of interaction. To develop an effective social media strategy, the companies need to realize how different social media platforms can be used for marketing purposes. Accordingly, this course aims to introduce bachelor students to the core concepts of social media marketing such as online brand communities, electronic word-of-mouth, sharing economy and crowdsourcing/ crowdfunding. The students will learn about the social interaction among consumers on different social media platforms and how companies can strategically use different platforms in their marketing efforts.
Learning outcomes
Upon successful completion of the course, the students should be able to:
-
apply the core concepts, theories and frameworks of social media marketing
-
connect marketing strategies with the use of different social media platforms
-
develop knowledge about customer interactions on different social media platforms
-
evaluate design and implementation of social media marketing strategies (based on Norwegian and international cases)
-
evaluate success and failure of social media marketing campaigns
-
understand ethical challenges related to social media marketing
Examination requirements
Oral group presentation must be passed in order to be eligible for the exam. More information will be given in Canvas.
Teaching methods
The set of lectures will introduce the main topics in social media marketing and provide an overview of the theoretical perspectives. Real-life cases will be presented to illustrate how social media is used in business practice. The students will also work on a group project which will help them reflect over the success criteria in social media marketing. The estimated workload is about 200 hours.
Evaluation
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
Written group project counts for 100% of the grade. The grade is for the entire group. Letter grades.
Reduction of Credits
This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:
| Course | Reduction of Credits |
|---|---|
| MF-904 – Digital markedsføring og kommunikasjon | 2.5 |