Digital Marketing and Social Media 7.5 credits

The course comprises basic theories within marketing and marketing communication with a focus on the internet, search engines and social media. The course includes the following parts: - Auditing for digital marketing purposes - Sales- and marketing processes for social media - UX writing - Current social network systems and trends in social media - Advertising on social media and digital platforms - Programmatic marketing - Big Data and the use of algorithms in digital marketing - Application potential of statistics and analytics in digital marketing - Content marketing - Transmedia and crosschannel storytelling - Search engine optimization - Laws and ethical guidelines for marketing communication on the internet