MF-206 Digital and social media marketing
- 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
Digital technologies are transforming the practice of marketing, as marketing profession has become more data-driven and focused on social media. Understanding how consumers act, communicate, and influence each other on different digital and social media platforms is essential in building and sustaining leading edge in companies’ marketing and business. The course connects the core marketing theories and concepts to marketing practices in digital and social media setting. Students will learn how companies can use different digital and social media platforms strategically in their marketing efforts to create value to their customers.
Learning outcomes
Upon successful completion of the course, the students should be able to:
•identify marketing concepts, theories and frameworks that are relevant in the digital and social media context
•develop knowledge about customer interactions on different digital and social media platforms
•evaluate the design and implementation of digital and social media marketing strategies and campaigns (based on Norwegian and international cases)
•understand ethical challenges (such as data protection and privacy issues) related to digital and 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 digital 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 |