Digital Marketing (MSB109)

Digital marketing is dramatically changing how customers search for information, purchase products and services, and interact with and influence each other. With the advent of digital technologies, firms have unprecedented access to rich customer data and unique insights into the customers’ decision journey. A key challenge for marketers, however, is to understand how to best use digital marketing to reach and engage customers in order to create and claim value for the firm's key stakeholders. This course teaches students how digital marketing works and helps them acquire crucial theoretical and practical skills for more effective marketing in the digital age.

NB! This is an elective course and may be cancelled if fewer than 10 students are enrolled by January 6th for the spring semester.

Course description for study year 2024-2025. Please note that changes may occur.


Course code




Credits (ECTS)


Semester tution start


Number of semesters


Exam semester


Language of instruction



This course covers a wide range of key topics in Digital Marketing, including Web Design, Analytics, SEO (on-page as well as off-page), Paid Search Marketing, Display Advertising, Email Marketing, Social Media, and Digital Strategy, amongst others. In addition to theoretical knowledge, students will be exposed to practical skills and practice numerous techniques in digital marketing throughout the semester. This course will educate students for a world where, according to a 2018 McKinsey and Company report, almost 60% of new marketing jobs are in the field of Digital Marketing.

Learning outcome


After the completion of this course, students will be able to

  • Comprehend and identify trends, techniques, and theories in digital marketing and apply them at both local and international cases.
  • Evaluate ethical tactics and strategies for enhancing a company’s digital marketing performance and protecting customers’ data privacy.
  • Evaluate and criticize international cases and provide recommendations to the challenges discussed in the cases.


After the completion of this course, students will be able to

  • Evaluate and redesign a company’s webpage to increase its effectiveness.
  • Formulate and design plans and strategies for enhancing digital marketing initiatives within a company.
  • Evaluate, criticize, and revise the digital marketing techniques and strategies used by companies.
  • Apply theoretical knowledge to initiate/improve a company's digital marketing efforts.
  • Make an effective presentation to a scientific and practitioner panel.
  • Collaborate on real-world case studies provided by companies at the regional level to provide solutions in national and international markets.

Required prerequisite knowledge



In-class exam and Portfolio (group)

Form of assessment Weight Duration Marks Aid
In-class exam 1/2 5 Hours Letter grades Dictionary, Own notes,
Portfolio (group) 1/2 1 Semesters Letter grades All

The portfolio comprises written assignments in groups.Students failing the portfolio evaluation will be granted the opportunity of taking a deferred exam. This exam will take the form of new written individual assignments.

Coursework requirements


70% attendance at all mandatory sessions starting from week 1 of teaching.

In order to take the exams, the students must meet all coursework requirements.

Course teacher(s)

Course coordinator:

Xinran Ji

Study Program Director:

Yuko Onozaka

Method of work

Lectures, group work, and independent study. The estimated distribution of ECTS hours are as follows:

1. Lectures: 50 hours

2. Group work: 110 hours

3. Independent study of course material: 120 hours

Overlapping courses

Course Reduction (SP)
Digital Marketing (MØA109_1) 10

Open for

Industrial Economics - Master of Science Degree Programme Master of Science in Accounting and Auditing Business Administration - Master of Science
Exchange programmes at UIS Business School

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.


Search for literature in Leganto