AI521516 - Digital Marketing Strategy


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


  • 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


  • 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



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


Term no.: 1
Teaching semester:  AUTUMN 2024

Language of instruction: English

Location: Ålesund

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

Department with academic responsibility
Department of International Business


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.

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

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