Table of contents

The course is connected to the following study programs

Teaching language

English

Recommended previous knowledge

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

Learning outcomes

Upon successful completion of the course, the students should be able to:

•identify marketing concepts, theories and frameworks that are relevant in the digital and social media context

•develop knowledge about customer interactions on different digital and social media platforms

•evaluate the design and implementation of digital and social media marketing strategies and campaigns (based on Norwegian and international cases)

•understand ethical challenges (such as data protection and privacy issues) related to digital and social media marketing

Contents

Digital technologies are transforming the practice of marketing, as marketing profession has become more data-driven and focused on social media. Understanding how consumers act, communicate, and influence each other on different digital and social media platforms is essential in building and sustaining leading edge in companies’ marketing and business. The course connects the core marketing theories and concepts to marketing practices in digital and social media setting. Students will learn how companies can use different digital and social media platforms strategically in their marketing efforts to create value to their customers.

Teaching and learning methods

The set of lectures will introduce the main topics in digital 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.

Examination requirements

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

Examinations

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

Student evaluation

The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.

Admission for external candidates

No

Reduction of Credits

This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:

Course Reduction of Credits
MF-904 – Digital Marketing and Communication. 2.5
Last updated from FS (Felles studentsystem) Oct. 15, 2026 10:59:22 AM