Marketing Automation (5 cr)

Objective

The student learns the ways companies build, develop, plan and implement lead management processes and develop conversion rates. The student understands the role of customer journeys and business processes for competitive advantage. The course is based on learning how to use marketing automation solutions as well as other marketing tools for planning and implementation of lead management and conversion processes.

Content

- Planning and producing digital marketing processes
- Marketing automation tool environments, features and settings
- Planning and producing inbound elements
- AI, Machine Learning and Marketing Automation
- Planning for marketing automation
- Developing a safe marketing environment

Location and time

See course schedule My/course workspace, contact teaching online starts in week 3 on week 4 pre-assignment/individual work.

Materials

• Material from lectures • HubSpot Academy manuals and videos • Inbound certificate: A free online certification with videos, transcripts slides and additional readings. • Chaffey, Dave & Smith P R. Digital Marketing eXcellence: Planning and Optimizing Online Marketing, Routledge 2023, 6th Edition Required Resources and Readings: • Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. Brian Halligan, Dharmesh Shah; Wiley, 2014.

Teaching methods

• Online lessons and videos • HubSpot Inbound certificate (individual work) • HubSpot Inbound development plan (teams of 2-3 / project ?work/presentation mode: video) • Peer review of HubSpot Inbound plans (individual work)

Employer connections

na

Exam schedules

na

International connections

na

Completion alternatives

na

Student workload

100 individual work, 35 hrs workshops and lectures

Content scheduling

See course schedule My/course workspace, contact teaching online starts in week 3 on week 4 pre-assignment/individual work.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

• HubSpot Inbound marketing certificate – individual online test Minimum requirement passed/failed • HubSpot developmentplan/team project video • Inbound plan – peer reviews – to be done individually

Qualifications

Marketing, Developing Marketing Communications, Marketing Tools and Digital Business or equivalent competences