The course addresses digital marketing and e-commerce. These are key areas of today's marketing, as
marketing is increasingly taking place digitally, and a large part of business sales are done digitally. The
course provides a broad perspective on digital marketing, which is defined as " “an adaptive, technologyenabled
process by which firms collaborate with customers and partners to jointly create, communicate,
deliver, and sustain value for all stakeholders." Customers and companies are today connected through digital
networks. New marketplaces are being created, and a challenge for companies is to create positive customer
experiences in the digital, and where the digital meets the physical. At the same time, companies need to
relate to ever new technologies that are developing rapidly, and which create new challenges and
opportunities. How does this influence marketing and sales processes? What strategic, social and ethical
implications does this development have?
The course aims at developing analytical and strategic skills to handle these issues. Some of the topics
discussed during the course are: Strategies and channels for digital marketing, Social media marketing, Ecommerce
strategies, Data analysis for decisions on digital marketing and e-commerce, Overview of new
technologies and their impact on marketing, Ethics and digital marketing.
Learning

Intended Learning Outcomes
This course aims to develop students' knowledge about theories, models and methods for understanding digital marketing and e-commerce, and the ability to apply these on marketing issues. The course's aim is also to develop students ability to reflect on the impact of digital marketing on markets, businesses, consumers and society.

Upon completion of the course, students should be able to:

Knowledge and understanding

1. Understand and explain important concepts and theories in the field of digital marketing and ecommerce.

2. Explain strategies, technologies and methods used in digital marketing and e-commerce.

Skills and abilities

3. Orally and in writing apply different theories, concepts and methods to questions in digital marketing and e-commerce.

Judgement and approach

4. Evaluate strategic and operational decisions in relation to digital marketing and e-commerce.

5. Reflect on the influence of digital marketing and e-commerce on markets, businesses, consumers and society, today and in the future.