Study Guide

Learning outcomes

The student is able to
- explain the role of the digital marketing strategies of successful businesses
- recognise the features of different channels/platforms related to a company's objectives
- create an effective, target-group oriented marketing plan for engaging digital customers
- apply social media as strategic and tactical tool for various marketing purposes
- design active content and marketing communication material according to an integrative marketing strategy
- utilise various analytical tools
- develop web content using basics of search engine optimisation
- appreciate the juridical aspects of digital marketing

Implementation and methods of teaching

The study unit consists of e-learning and online workshops or contact session workshops. Students will work in small groups to solve a real-life commissioner project briefed by LAB UAS Marketing & Communcation. The project deals with targeted digital marketing to attract international applicants.
The project includes international target market analyses, marketing planning, focused development suggestions and content creation.
In addition, students will complete Google certifications on specific topics, e.g. Google Analytics and Google Ads. Also, there will be supporting assignments from topical thematic areas.

Timing and attendance

The study unit runs from September to December. Students have to commit to small group work. In addition to attendance in joint sessions (online or contact), the students have to work in small groups. Also, individual work is needed to complete the course.

Learning material and recommended literature

Chaffey Dave, Smith PR, Digital Marketing Excellence, 2017. New York.
Materials given during the course.

Alternative completion methods

No alternative ways of completion.

Learning environment

Distance learning and an authentic digital marketing project. Due to Covid-19 restrictions, the study unit is arranged online.

Student time use and work load

This course is 15 cr that equals about 400 hours of student's work. The digital marketing project requires approximately 20 hours work per week.

Contents

Key content areas cover e.g.:
- Digital marketing analysis and strategies for international applicant marketing
- Different channels/platforms related to the commissioner's objectives
- Content creation
- Web analytics
- Search engine optimization
- Legal aspects of digital marketing (eg. GDPR)
- Google certificates

Additional information for students: previous knowledge etc.

Basics in Marketing.

Assessment criteria

The evaluation is based on student's a) knowledge and information retrieval skills, b) practical skills and c) responsibility and group work skills / leadership skills.
The study unit benefits from teacher evaluation, self evaluation and peer evaluation.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
On the basis of the LAB UAS assessment framework:
The student is able to search digital marketing related information from various sources for the project topic at hand.
The student is able to name and explain some of the professional digital marketing related concepts.
The student is able to apply some digital marketing tools and techniques according to the guidelines.
The student is able to perform individual tasks and work in a small group in an appropriate way.
All assignments are completed in time and according to the guidelines.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student is able to apply some of the course related professional digital marketing tools, create a simple digital marketing plan and use some analytical tools in a moderate manner.
On the basis of the LAB UAS assessment framework (also including the level 1 requirements):
The student is able to identify the need for professional digital marketing related information and evaluate the relevance of the sources.
The student is able to apply different suitable digital marketing techniques and tools in a consistent and argumentative way.
The student is able to perform in typical digital marketing tasks both alone and as a member of a group with a goal-oriented approach.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student has good capabilities to apply most of the course related professional digital marketing tools, create a comprehensive digital marketing plan and use some analytical tools in professional manner.
On the basis of the LAB UAS assessment framework (also including the requirements of levels 1 and 3):
The student is able to find professional digital marketing related information and justify and reason one's choices.
The student is able to expertly and creatively apply and justify digital marketing techniques and tools in professional situations.
The student is able to organize small group activities and act appropriately with different audiences in different situations.