Marketing and Technology (5 cr)

Evaluation scale

H-5

Content scheduling

Module 1
- Digital Marketing – Introduction and Tools
- Customer Decision Journey

Module 2
- Programmatic marketing
- Search Engine Marketing
- Social Media Marketing
- Content Marketing
- Artificial Intelligence

Module 3
- Research and Measurement
- Understanding Analytics
- Analysis and Visualization
- Privacy and Ethical Issues

Contact teaching days:
11th September 8.00-16.00
30th October 8.00-16.00

Objective

After completing this study, the students are able to:

-understand the impact of technology, data, and analytics on marketing.
- reflect on and develop an appreciation for the application, usage, and impact of technology and data on marketing

Content

Digital Marketing
Programmatic marketing
Search Engine Marketing
Social Media Marketing
Content Marketing
Artificial Intelligence
Research and Measurement
Understanding Analytics
Analysis and Visualization
Privacy and Ethical Issues

Materials

TBA

Teaching methods

Lectures
Workshops and exercises
Teamwork and presentations
Reflective thinking and writing

Pedagogic approaches and sustainable development

The course is based on reflection, case discussions, application of concepts and analytics, and experiential learning.

Completion alternatives

Not available

Student workload

Work load approximately 135 h:

- Pre-assignment 10 h
- Contact sessions 16 h
- Preparing of, participating in and reflecting on the contact sessions and exercises 44 h
- Reading articles, conducting research, audits and/or interviews and writing a reflection paper and preparation of presentation 60 h
- Self-assessment 5 h

Evaluation methods and criteria

Course Assignments:

1. Pre-assignment to be completed in the summer 2021:
Read the following articles and make notes on different aspects of impact of technology and data on marketing, digitization of customer decision journey, and how to create a customer journey map.

a. Marketing in a Data Driven Digital World
b. Digitizing the Consumer Decision Journey
c. How to Create a Realistic Customer Journey Map

More detailed information about the pre-assignment will be sent the registered students after 15.6.2021.
2. Finishing and returning exercises from workshops during the contact sessions.

3. Self-assessment of one’s own participation in the lessons and workshops during the contact days.

4. Individual reflection paper, max 5 pages (excluding title page, table of contents, reference list), based on articles, discussions, workshops, and course materials. Create a heading based on the contents.

Criteria for assessment:
1. Active participation in lessons and workshops during the contact days.
2. Versatile processing of the topic in the reflection paper.

Failed (0)

- Quantity: the work is not completed and or;
- Quality: the minimum content requirements are not met

Assessment criteria, satisfactory (1-2)

1 Sufficient
- Ability to reflect and communicate are hardly acceptable

2 Satisfactory
-Ability to reflect and communicate are on an acceptable level
-Appears to grasp the theory, but does not provide substantive or well-thought-out answers to some questions or failed to follow instructions.

Assessment criteria, good (3-4)

3 Good
- Capacity of thinking and ability to communicate are good
- Shows good understanding and reflection of theory, answers most or all questions in discussion prompts, but some responses may not be well-thought out or substantive.

4 Very good
- Capacity of thinking and ability to communicate are very good
- Shows very good understanding of the topics and reflection of theory, adds value to the key topics and concepts, but some responses may require more elaboration, or may have missed some key details.

Assessment criteria, excellent (5)

5 Excellent
-Mastery of theory and ability to open up one’s insights
-Outstanding thoughts and ability to communicate, provides carefully considered, substantive responses, adding value to the key topics and concepts.

Further information

Sujata Ramnarayan (sujatar27@yahoo.com)