FM1MSC081 Marketing Strategy and Communication

FM1MSC081 Marketing Strategy and Communication

  • Course description
    • Course code
      FM1MSC081
    • Level of study
      5.1
    • Program of study
      Video Marketing in Social Media
    • Credits
      8
    • Course coordinator
      Marna Haskins
Teaching term(s)
2024 Autumn
About the Course

The course provides a theoretical introduction to digital marketing strategy, communication, trends and the use of different digital platforms. The industry is constantly changing, and we are looking into technologies and solutions that are currently in use and expected to gain momentum in the coming years.

Course Learning Outcomes
Learning outcomes - Knowledge

The candidate...

  • has knowledge of overall concepts, processes and tools that are used in digital marketing and digital marketing strategies
  • has knowledge of concepts and terminology that are used in a business strategy
  • has knowledge of processes and tools that are used in communications within different digital channels and content marketing
  • has knowledge of basic processes and marketing platform tools that are used in current business managers
  • has knowledge of concepts and processes that are used in digital marketing strategies, budgeting, project management and designing a publishing plan
  • has knowledge of different marketing activities and understands their place within the marketing funnel
  • has knowledge of techniques and tools that are used for measurement and reporting on marketing results based on Key Performance Indicators (KPI)
  • has insight into GDPR and e-privacy regulations, ethics, standards and agreements related to digital marketing
  • has knowledge of the digital marketing industry and is familiar with the current digital media landscape
  • can update his/her knowledge knowledge about digital marketing strategy and communication
  • understands the importance of the digital marketing discipline and the marketing funnel in a societal and value-creation perspective
Learning outcomes - Skills

The candidate...

  • can apply knowledge to content strategy development and content marketing
  • can apply knowledge to develop a publishing plan aligned with the digital marketing strategy
  • can apply basic knowledge in digital marketing platforms and current business managers
  • can apply knowledge to structure a budget for a digital marketing strategy
  • can apply knowledge to pitch and present a digital marketing strategy
  • masters current tools and techniques to develop a digital marketing strategy and execute a marketing plan
  • can find information applicable to digital marketing and stay updated on current trends in the industry
  • can study different digital strategies currently used in the industry and identify issues and consider the best practices and audience targeting methods
  • can study a company ́s business strategy and identify issues and design a digital marketing strategy
General Competence

The candidate...

  • understands ethical principles that apply in digital marketing and communication
  • has developed an ethical attitude in relation to the practice as a digital marketer
  • can carry out a digital marketing strategy based on the needs of a customer
  • can build relations with peers within the industry and collaborate with brands and customers
  • can develop products and services of relevance to digital marketing and communication
Teaching and Learning

In this course, the following teaching and learning methods can be applied, but are not limited to:

  • Lecture: Educator-led presentations or activities providing knowledge, skills, or general competencies in the subject area.
  • Group work: Collaborative activities where students work together to solve problems or complete tasks.
  • Tutoring: One-on-one or small group sessions with an instructor for personalized guidance and support.
  • Student presentations: Opportunities for students to demonstrate their understanding of course material by presenting to peers.
  • Online lessons: Digital content delivered via an online learning platform.
  • Guidance: Individualized advice and direction from instructors to support students in their learning journey.
  • Workshops: Practical sessions focused on hands-on application of theoretical concepts or skills.
  • Self-study: Independent study where students engage with course material on their own without any teacher support.
Assessments
Form of assessmentGrading scaleGroupingDuration of assessment
Course Assignment
Pass / Fail
5 Week(s)
Reading list

Teaching materials, reading lists, and essential resources will be shared in the learning platform and software user manuals where applicable.