Digital Marketing

Introduction

The competition for customer attention across digital channels can seem overwhelming for marketers, and for that very reason, marketing has never been more exciting. Technological development is pushing the discipline in new directions, particularly artificial intelligence. As a result, marketers must balance their role as strategists with that of specialists in digital marketing activities. Key themes for the marketer therefore become: how to analyze and develop competitive digital strategies, and how to execute the chosen marketing activities.

Course content

The course content will be a combination of theory and practical exercises:

• Artificial intelligence as an integrated part of the course content
• Academic and practical perspectives on digital marketing
• The digital customer journey and customer needs
• The marketer’s communication strategy
• Data collection
• Strategic decision-making
• Operational marketing activities
• Evaluation of marketing initiatives
• Customer-facing digital tools
• Relevant channels
• Costs and budgets

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.