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
- apply social media as strategic and tactical tool for various marketing purposes
- appreciate the juridical aspects of digital marketing

Implementation and methods of teaching

Individual exam at the beginning of the course.
Exam book: Chaffey D., Smith PR., 2017. Digital Marketing Excellence, Planning, Optimizing and Integrating Online marketing. Chapter 1: Introduction to Digital marketing p. 44 - 49 and chapter 10: Digital marketing Plan p. 555 - 626.

During the course, students will analyze a company's situation and suggest strategic decisions for a digital marketing campaign for a company. Students will work in multicultural groups and the language used is English. Written report on situation analysis, objectives and strategy,

Both contact and distance learning

Law part - This will consist of two classroom lectures on distance selling and GDPR and then an assignment based upon the lecture material. No extra reading required.

Timing and attendance

Law part - The lectures are voluntary but highly recommended. The assignment is compulsory.

Learning material and recommended literature

Law part - all material covered in the lectures, no further reading required.

Contents

Key content areas cover:
- Digital marketing analysis, objectives and strategies
- Different channels/platforms
- Content creation, brand and social media marketing
- Legal aspects of digital marketing (eg. GDPR)

Assessment scale

1-5

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

Student has achieved the objectives of the course sufficiently.
Student is able to apply some of the course related professional digital marketing tools.

Law part - student able to identify basic concepts of distance selling and GDPR.

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 moderate manner.

Law part - student able to identify and understand basic concepts of distance selling and GDPR.

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.

Law part - student able to identify, understand and critically evaluate complicated concepts of distance selling and GDPR.