MF-206 Multimedia Marketing and Communications

Emnet er tilknyttet følgende studieprogram

• Markedsføring og ledelse, bachelorprogram
• Reiselivsledelse, bachelorprogram

Undervisningsspråk

English.

Anbefalte forkunnskaper

MF-102 Marketing and MF-205 Consumer Behaviour or equivalent

Innhold

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 (e.g., Facebook, YouTube, Twitter, Pinterest, Flickr, blogs, and collaborative platforms such as Kickstarter, Uber, AirBnB) and how companies can strategically use different platforms in their marketing efforts.

Læringsutbytte

Upon successful completion of the course, the students should:

• understand the core concepts of social media and social media marketing

• develop a general knowledge about how consumers interact on different social media platforms

• understand how companies can strategically use different social media platforms for marketing purposes

• be familiar with fundamental theories and frameworks in social media marketing

• understand effective design and implementation of social media marketing strategy (based on Norwegian and international cases)

• learn how to evaluate the success of social media marketing strategies

• understand ethical challenges related to the use of social media for marketing purposes

Vilkår for å gå opp til eksamen

Oral group presentation must be passed in order to be eligible for the exam. More information will be given in Canvas.

Undervisnings- og læringsformer

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.

Studentevaluering

Studieprogramleder i samråd med studenttillitsvalgt fastsetter evalueringsform og om emnene skal ha midtveis- eller sluttevaluering, jf. kvalitetssystemet kapittel 4.1. Informasjon om evalueringsform for emnet publiseres i Canvas.

Tilgang for privatister

No

Eksamen

Written group project counts for 100% of the grade. The grade is for the entire group. Letter grades.

Annen informasjon

I forbindelse med opplegging til nye studieplaner studieåret 2018/19 så endrer emnet semester fra høst til vår. Undervises høst 2018, så vår 2020.

Reduksjon i studiepoeng

Innholdet i dette emnet dekkes helt eller delvis av annet emne. Tas ett av disse emnene i tillegg, reduseres studiepoengene som følger:

Emne	Studiepoengreduksjon
MF-904 – Digital markedsføring og kommunikasjon	2.5