MF-303 Digital marketing tools
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Doina Huso
- Lecture Semester:
- Autumn
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
Teaching language
EnglishRecommended prerequisites
It is recommended that student has completed MF-102 and MF-206 successfully prior to attending the course.
Course contents
The course gives the student a comprehensive overview of modern digital marketing tools. Students will learn how to utilize different tools while working with a real "business case" within digital marketing. At the end of the course, students will have sufficient knowledge and skills to design, implement and evaluate digital marketing strategies. The student will become familiar with the marketing opportunities that exist in available and relevant channels. In addition, the student will be able to explore how various digital services can be used to build and generate traffic to a website or an online store.
Learning outcomes
Upon successful completion of the course the student will:
• Plan, implement and evaluate digital marketing strategies
• Use today's digital marketing tools in connection with a real business case
• Evaluate different communication approaches and practices for improved strategic decision-making in a digital context
•Deal with ethical challenges such as data protection and privacy related to the use of digital tools in marketing
Teaching methods
The course will be a combination of lectures and student discussions as well as assignments by the students.
Students will:
• complete and obtain a certificate in Google Ads, Google Analytics, HubSpot Content Marketing and HubSpot Social Media Marketing
• complete a group capstone project
Evaluation
The person responsible for the course decides, in cooperation with student representative, the form of student evaluation and whether the course is to have a midway or end of course evaluation in accordance with the quality system for education, chapter 4.1.
Admission for external candidates
No
Assessment methods and criteria
Grading: Letter grades from A (highest) to F (lowest) depending on successful completion of the following:
1. Group assignment: Capstone project (100% of the final grade, same grade for the whole group)