Digital Marketing

Norwegian
BST 3210
15 Credits

Introduction

The competition for customer attention in digital channels can seem overwhelming for marketers, which is why marketing has never been more exciting. Technological advancements are pushing the field in new directions, particularly through artificial intelligence. This development requires marketers to balance their role as strategists and specialists in digital marketing activities. Key topics for marketers, therefore, include: How to analyze and develop competitive digital strategies and implement the chosen marketing activities.

Course content

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

Academic and practical perspectives on digital marketing
The digital customer journey and needs
The marketer's communication strategy
Data collection
Strategic choices
Operational market measures
Evaluation of marketing measures
Customer-oriented digital tools
Current 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.