Table of contents

The course is connected to the following study programs

Teaching language

English

Recommended previous knowledge

MF-102 Marketing, MF-205 Consumer Behaviour and MF-302 Brand Manangement and Advertising or equivalent

Learning outcomes

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

  • Understand how the field of marketing evolves as a result of technological development and changes in customer behavior.
  • Formulate a digital marketing strategy.
  • Select and apply digital marketing communications tactics for reaching, attracting, converting, and engaging customers.
  • Analyze marketing performance with digital analytics metrics.

Contents

The course offers a broad overview of digital marketing from the managerial point of view. The course starts from the basics of digital marketing and then explains how digitalization drives changes in the market environment and how firms need to adapt to those changes. The rest of the course focuses on the key principles of creating a digital marketing strategy and its implementation via various digital marketing tactics to reach, activate, convert, and engage customers. Finally, the course demonstrates how digital analytics tools are used to measure and optimize digital marketing execution.

The core content includes:

  • Digitalization of the market environment: technological development, changes in customer behavior, and competitive landscape.
  • Digital marketing strategy: Setting objectives, creating buyer personas, differentiation from competitors, and value creation.
  • Digital marketing tactics: Web design, content marketing, search engine optimization, digital advertising, social media marketing and influencer marketing.
  • Digital marketing performance measurement: Digital analytics and marketing metrics.

Teaching and learning methods

The set of lectures will introduce the main topics in digital marketing and provide an overview of the theoretical perspectives. The lectures also include classroom discussions and exercises that help students analyze the course learnings via different business contexts and situations. The coursebook readings align with the lecture content and deepen the key insights presented in the classroom. Finally, the students will also work on a group project which will help them to apply the course learnings in a specific business context. The course concludes with a final exam. 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

The exam is divided in two parts:

  • Written group assignment counts for 40% of the grade.
  • Four hour written exam under supervision, counts for 60% of the grade.

Assessment expression: Letter grade, A-F.

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.

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 9:04:47 AM