Digital marketing
Code:
IML222Name:
Digital marketingTeaching semester:
AutumnLocations:
OsloYear:
2026 — 2027Teaching language:
EnglishStudy points:
10 Credits
Higher Education Entrance Qualification.
For exchange students from NLA’s partner institutions: The students must be studying business administration or a related field of study.
Compulsory course in Bachelor in Innovation, Marketing and Management. Elective course in Bachelor of Business Administration.
Knowledge
The student:
- has knowledge of current channels and tools in digital marketing
- has knowledge of both inbound and outbound strategies
- knows current tools for effective search-engine-optimization and search-engine-advertising
- knows the principles of optimally combining online and offline channels
- has knowledge of major digital CRM support systems and CRM strategies
- has knowledge of legal and ethical matters relevant to digital marketing
Skills
The student:
- has the ability to evaluate the outbound and inbound marketing of companies
- can design effective strategies for increasing the paid and organic traffic to a home page
- can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
- can design campaigns that effectively integrate online and offline channels
- can use Google Analytics to optimize and learn from online strategies
- has the ability to understand how to set up a webshop and link it to marketing activities
General competence
The student
- has a broad understanding of the application of digital tools and channels
- can identify and deal with ethical dilemma in online marketing
- can participate in the discussion of "good practice" in digital marketing
- Characteristics of the digital customer (B2C and B2B)
- The roles of digital marketing in the marketing mix
- Outbound and inbound digital marketing
- Home page design: Optimization of content and structure
- How to optimize conversion rates, A/B testing
- How to stimulate paid and organic traffic
- Search-engine optimization and search-engine advertising
- How to create brand awareness and interest in digital channels
- Effective use of social media
- Effective use of influencers
- How to optimally combine online and offline channels
- Using Google Analytics to optimize and learn from online strategies
- Design an effective CRM strategy and online CRM campaigns
- How to set up a marketing driven webshop
- Lectures with practical examples
- Practical individual training using online tools
- Group work on how to design a digital webshop and digital marketing campaigns
Expected workload in this course is minimum 250 hours
The following mandatory learning activities must be approved before students can present themselves for final assessment:
- Written group project presentation of the design of a webshop and a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 3-6 persons. 4000 words +/- 15% (except bibliography) and oral group presentation.
- 80% attendance in class
If a required coursework component is not approved, the student is entitled to one additional opportunity in the same semester to complete it and have the coursework requirements approved.
Approved / Not approved.
3-hour individual home examination.
A-F with A being the top grade and F being Fail.
All
Norwegian, Scandinavian Languages, English.
No.
The course overlaps 10 ECTS credits with IML222N Digital marketing.
The course is evaluated according to the quality system for NLA University College.
The course may be taught in English, Norwegian, and/or other Scandinavian languages.
Higher Education Entrance Qualification.
For exchange students from NLA’s partner institutions: The students must be studying business administration or a related field of study.
Compulsory course in Bachelor in Innovation, Marketing and Management. Elective course in Bachelor of Business Administration.
Knowledge
The student:
- has knowledge of current channels and tools in digital marketing
- has knowledge of both inbound and outbound strategies
- knows current tools for effective search-engine-optimization and search-engine-advertising
- knows the principles of optimally combining online and offline channels
- has knowledge of major digital CRM support systems, including HubSpot
- has knowledge of legal and ethical matters relevant to digital marketing
Skills
The student:
- has the ability to evaluate the outbound and inbound marketing of companies
- can design effective strategies for increasing the paid and organic traffic to a home page
- can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
- can design campaigns that effectively integrate online and offline channels
- can use Google Analytics to optimize and learn from online strategies
General competence
The student
- has a broad understanding of the application of digital tools and channels
- can identify and deal with ethical dilemma in online marketing
- can participate in the discussion of "good practice" in digital marketing
- Characteristics of the digital customer (B2C and B2B)
- The roles of digital marketing in the marketing mix
- Outbound and inbound digital marketing
- Home page design: Optimization of content and structure
- How to optimize conversion rates, A/B testing
- How to stimulate paid and organic traffic
- Search-engine optimization and search-engine advertising
- How to create brand awareness and interest in digital channels
- Effective use of social media
- Effective use of influencers
- How to optimally combine online and offline channels
- Using Google Analytics to optimize and learn from online strategies
- Using HubSpot to design effective CRM systems and online campaigns
- Lectures with practical examples
- Practical individual training using online tools
- Group work on how to design digital campaigns
Expected workload in this course is minimum 250 hours
The following mandatory learning activities must be approved before students can present themselves for final assessment:
- Written group project presentation of the design of a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 3-6 persons. 4000 words +/- 15% (except bibliography) and oral group presentation.
- 80% attendance in class
Approved / Not approved.
3-hour individual digital home examination.
A-F with A being the top grade and F being Fail.
Any material available.
Norwegian, Scandinavian Languages, English.
No.
The course overlaps 10 ECTS credits with IML222N Digital marketing.
The course is evaluated according to the quality system for NLA University College.
Follow this link for reading list and academic resources.
Admission to Bachelor of Business Administration or to Bachelor in Innovation, Marketing and Management.
For exchange students from NLA’s partner institutions: The students must be studying business administration or a related field of study.
Compulsory course in Bachelor in Innovation, Marketing and Management. Elective course in Bachelor of Business Administration.
Knowledge
The student:
- has knowledge of current channels and tools in digital marketing
- has knowledge of both inbound and outbound strategies
- knows current tools for effective search-engine-optimization and search-engine-advertising
- knows the principles of optimally combining online and offline channels
- has knowledge of major digital CRM support systems, including HubSpot
- has knowledge of legal and ethical matters relevant to digital marketing
Skills
The student:
- has the ability to evaluate the outbound and inbound marketing of companies
- can design effective strategies for increasing the paid and organic traffic to a home page
- can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
- can design campaigns that effectively integrate online and offline channels
- can use Google Analytics to optimize and learn from online strategies
General competence
The student
- has a broad understanding of the application of digital tools and channels
- can identify and deal with ethical dilemma in online marketing
- can participate in the discussion of "good practice" in digital marketing
- Characteristics of the digital customer (B2C and B2B)
- The roles of digital marketing in the marketing mix
- Outbound and inbound digital marketing
- Home page design: Optimization of content and structure
- How to optimize conversion rates, A/B testing
- How to stimulate paid and organic traffic
- Search-engine optimization and search-engine advertising
- How to create brand awareness and interest in digital channels
- Effective use of social media
- Effective use of influencers
- How to optimally combine online and offline channels
- Using Google Analytics to optimize and learn from online strategies
- Using HubSpot to design effective CRM systems and online campaigns
- Lectures with practical examples
- Practical individual training using online tools
- Group work on how to design digital campaigns
Expected workload in this course is minimum 250 hours
The following mandatory learning activities must be approved before students can present themselves for final assessment:
- Written group project presentation of the design of a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 3-6 persons. 4000 words +/- 15% (except bibliography) and oral group presentation.
- 80% attendance in class
Approved / Not approved.
3-hour individual school exam.
A-F with A being the top grade and F being Fail.
Any material available.
Norwegian, Scandinavian Languages, English.
No.
The course overlaps 10 ECTS credits with IML222N Digital marketing.
The course is evaluated according to the quality system for NLA University College.
Follow this link for reading list and academic resources.