Digital Marketing 7,5 Credits
Course ContentsToday’s consumers are more connected, more active and impatient. They interact with products and brands in new ways. Hence, a company’s marketing efforts need to keep up with the pace of digital development. This course outlines how marketing is changing because of digital technologies and discusses how theories and practices need to be adapted to meet consumers’ expectations. Participants learn about the strategies, tools and techniques to effectively leverage technology for marketing purposes. Topics include:
- Digital marketing strategy
- Online consumer behavior
- Designing digital relationships
- Social media marketing
- Ethical issues in digital marketing
Connection to Research and Practice
The course is based primarily on contemporary research on various topics related to digital marketing. Contemporary and important research articles form the main component of the literature in the course. Through the analysis of selected journal articles, the students explore deeper into each topic and learn about the various issues and implication of digital marketing from a theoretical as well as practical perspective.
Discussions in the classroom are always supported by presenting cases and examples from practice. Additionally, by engaging in the group work project based on a case company, students are guided in applying theoretical principles and analytical skills in a quasi-real-life experience. Furthermore, the students’ study for and take practical certification tests as part of the course which are highly valued by the industry.
PrerequisitesBachelor's degree in Business Administration (i.e. the equivalent of 180 ECTS credits at an accredited university), including Understanding Digital Business 7.5 credits (or the equivalent).
Level of Education: Master
Course code/Ladok code: JDMS27
The course is conducted at: Jönköping International Business School
Previous and ongoing course occasions
Type of courseProgram
SemesterSpring 2021: Mar 29 - Jun 06
Rate of Study50%
Course coordinatorSambit Lenka
Tuition fees do NOT apply for EU/EEA citizens or exchange students15000kr