Innledning

This course provides the forefront of knowledge using digital media, e-commerce, and social media to create an optimal customer experience and facilitate marketing. Students will gain advanced knowledge of key theories and concepts of Digital Marketing and Consumer Neuroscience. They will acquire specialised problem-solving skills, being able to plan Digital Marketing activities, and to configure Digital Marketing solutions. They shall take responsibility to conduct the planning and implementation of Digital Marketing activities and evaluate the business value.

Læringsutbytte

Knowledge 

The student...

  • understands the theoretical and practical relationship between digital marketing and corporate strategy
  • can explain theories of the value creation of interactive marketing communications, search engine marketing, and interactive public relations to a business
  • has advanced knowledge of consumer neuroscience applications

Skills 

The student...

  • can analyse studies, organisational context, empirical evidence and research into the success (and failure) of interactive marketing strategies and applications
  • can evaluate digital marketing strategies for product/service development and brand perception measurement
  • can analyse stages and component digital marketing tactics inherent in the buying cycle
  • can analyse and use data from neuroimaging and biometric sources

General competence

The student...

  • can plan and configure a digital marketing solution related to a specific business challenge
  • can demonstrate performance metrics to determine the success of digital marketing efforts
  • can critically evaluate ethical issues related to digital marketing and the use of consumer neuroscience

Emnet inngår i

Master of Information Systems in Digital Business Systems

Læringsaktiviteter

Block mode. Lectures, exercises and presentations/discussions in class.

Anbefalt tidsbruk

Lectures and student guidance: 36 hours

Self-study: 76 hours

Preparation for presentation/discussion in class: 10 hours

Exercise: 28 hours

Assessment: 50 hours

Total: 200 hours

Arbeidsverktøy

Internet, mobile, Web 2.0 technology, Google analytics, Eye tracking, EEG, etc.

Eksamen

Exam type: Individual written home examination (essay hand in)

Duration: 3 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail 

Weighting: 75 % of the overall grade 

Support materials: All support materials are allowed 

 

Exam type: Individual home examination (technical part hand in)

Duration: 3 weeks

Grading scale: Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail 

Weighting: 25 % of the overall grade 

Support materials: All support materials are allowed

Læremidler

In addition to literature and other teaching material, scheduled teaching and other scheduled learning activities are always part of the syllabus.