course-details-portlet

AI521516 - Digital Marketing Innovation

About

Examination arrangement

Examination arrangement: Assignment
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
Assignment 100/100 ALLE

Course content

  • Digital marketing strategy
  • Lean vs. disruptive marketing innovation
  • Issues of ethics and GDPR
  • Digital customer analysis, metrics and predictive customer models
  • Customer journey mapping and in-depth customer insight
  • Customer-centricity and co-creation
  • Service innovation and design thinking
  • Digital communication channels, content, and search
  • Artificial intelligence in marketing

Learning outcome

Knowledge:

  • Have knowledge of terminology within the field
  • Have in-depth knowledge of central theories and methodology within the field
  • Understand the use of digital tools in marketing and innovation

Skills:

  • Be able to contribute actively to innovation strategies within digital marketing
  • Be able to understand data-driven marketing information and plan digital marketing strategies

General competence:

  • Be capable of using knowledge from the intersection of innovation and marketing in different contexts
  • Have the ability to contribute to innovation in the development of digital marketing strategies

Learning methods and activities

A combination of multimedia, lectures, discussion, cases, presentations and guest lectures.

Further on evaluation

A re-sit examination will take place only during the designated period for re-sit examinations. The course exam is a group (maximum of 3 students) course paper.

Required previous knowledge

As for the study program.

Course materials

  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th. ed.): Pearson Education Limited.
  • Selection of articles

More on the course

No

Facts

Version: 1
Credits:  7.5 SP
Study level: Second degree level

Coursework

Term no.: 1
Teaching semester:  AUTUMN 2022

Language of instruction: English

Location: Ålesund

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator:

Department with academic responsibility
Department of International Business

Examination

Examination arrangement: Assignment

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD Assignment 100/100 ALLE INSPERA
Room Building Number of candidates
Spring UTS Assignment 100/100 ALLE INSPERA
Room Building Number of candidates
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
Examination

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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