course-details-portlet

AI521516

Digital Marketing Innovation

Choose study year
Credits 7.5
Level Second degree level
Course start Autumn 2023
Duration 1 semester
Language of instruction English
Location Ålesund
Examination arrangement Assignment

About

About the course

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

Subject areas

  • Economics and Administration

Contact information

Course coordinator

Lecturers

Department with academic responsibility

Department of International Business

Timetable

Timetable

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Examination

Examination

Examination arrangement: Assignment
Grade: Letter grades

Ordinary examination - Autumn 2023

Assignment
Weighting 100/100 Examination aids ALLE Date Release 2023-11-23
Submission 2023-11-24 Time Release 12:00
Submission 12:00 Exam system Inspera Assessment

Re-sit examination - Spring 2024

Assignment
Weighting 100/100 Examination aids ALLE Exam system Inspera Assessment

All about examinations at NTNU