Digital Marketing Basics (5 cr)

Evaluation scale

H-5

Content scheduling

12.9.-7.11.2023
- Intro, recap marketing fundamentals
- The benefits of digital marketing
- Traditional vs. digital marketing
- Inbound vs. outbound:
o different channels
o key elements of inbound marketing
o traffic sources, how to increase traffic
- targeting, buyer personas
- buyer´s journey
- website, SEO, SEA
- Google Analytics 4

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

- e-book(s) and articles
- lessons material and one's own notes
- tutorial videos

Teaching methods

- contact lessons: active participation, presentations
- individual studying
- learning and sharing ideas in a group - team work skills

International connections

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Completion alternatives

None.

Student workload

- Contact lessons 8 x 3h
- Group work 50 h
- Individual studying 50 h
- Pre-course assignment 10 h