Required prerequisite knowledge

Higher Education Entrance Qualification

Recommended prerequisite knowledge

Introduction to marketing, ethics and sustainability

Relevance within study programme

Mandatory course in One year programme in Sustainable Entrepreneurship and Innovation.

Introduction

This is a course that gives the student insight into tools and methods for digital marketing.

Learning outcomes descriptors

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

Content

• 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

Teaching and learning methods

Teaching and communication take place in the learning platform Canvas. The student will encounter varied learning methods through online lessons, self-study, practice tasks, self-correcting interactive tasks and occupation-relevant tasks of which some will be compulsory. The student will receive professional guidance, through webinars, discussions, peer-review, and group guidance.

The subject is made up of approx. 3-6 modules where each module is linked to a defined theme or a work period. The modules contain learning material related to the topic or period and are structured as a learning path that will lead to the learning outcome.

Scope

250 hours

Coursework requirements

The following work requirements must be approved within the stated deadlines in order to take the exam in the subject:

• Written group task of the design of a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 4-6 persons. 3000 words +/- 15% and oral group presentation.
• Complete all mandatory modules.

If there is any doubt as to whether a student contributes or has contributed sufficiently to gain credit for a joint product, the routine described in the study plan is implemented during the examination and assessment.

Grading, coursework requirements

Approved / Not approved

Final assessment

3-hour individual online exam.

Grading, examination

A-F with A being the top grade and F being Fail.

Permitted aids under examination

All

Assessment language

Norwegian

Scandinavian languages

English

Credit reductions

Digital marketing, online studies overlaps 10 ECTS with IML222 Digital marketing.

Incompatible courses

None

Course evaluation

The course is evaluated in accordance with the quality assurance system for NLA University College.

Other rules

As a student on the annual course in Sustainable entrepreneurship and innovation online, you must have a good and stable internet connection because the offers seminars and online guidance. In carrying out the study, Office programs are used. NLA offers this free of charge to students. NLA has available training manuals for using the Office programs. Students are required to have a computer with a camera, microphone and speaker to be able to conduct conversations and webinars online.

Available as Single Course

No