The course is suitable for employees in companies who want to understand and make use of the digital marketplace.

In the first semester course participants learn what digital marketing is and why it is important for value-creation. We look at technology and market-communication and the landscape of opportunities and limitations.

The course participants learn the basic principles of strategy, as well as how to build an effective and practical digital strategy. The aim of this work is to give the participants sufficient competence to set up a digital marketing strategy for their company.

We also look at the larger trends. What can we expect to see on the future, and how do we as marketeers act in order to secure profits?

After Christmas in the second semester course participants will learn about the various digital tools and channels and how to make use of these in their business. We also go through how to develop the core of marketing - the content. What kind of content should one create, for whom, and in which channels? And how do we develop content that is read, remembered and nurtures action?

We explore how to develop ideas, choose between them and create concepts. Concepts that can be lifted into the market as digital campaigns. This includes a detailed mailing-plan on specific platforms in addition to learning how to get more people to follow their company's activities.

The course will also give participants a taste of computer-driven marketing, since advertising in digital areas is something completely different than buying an ad in the local newspaper. Machines can buy ads for us at breakneck speed and test which ads and promotions work and which flop. In this way, the algorithms help us to do more of what is good for the company, and less of what does not provide value.

Lessons are also given on how to measure and evaluate the effects of digital marketing activities - in a way that the course participants can make use of in their own company.

The course is rounded off with a module in ethics, and this includes legislation on marketing and personal data-information.

Subject description 6342

Digital Marketing

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