Marketing Planning, Tools and Analytics (5 ECTS)

Learning outcomes

The student understands the role of customer relationships and journeys for competitive advantage; is familiar with the marketing processes in business organizations; has the knowledge and the skills to develop, plan and implement the ways companies can acquire, sell and serve customers; is familiar with various marketing tools and systems ; is able to measure and follow-up the impact of marketing actions within a omnichannel environment;

Content

Marketing Processes; Omnichannel marketing; Marketing tools and systems; Measurement, follow-up and automation of marketing actions

Teaching methods

HubSpot certificates
Lectures, Readings, Video, Discussions and Cases
Team Project based on a marketing development plan
Visiting lecturer or company visits

Learning materials and recommended literature

Material from lectures on Oma
HubSpot Academy content
Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge 2017, 5th ed.

Alternative completion methods of implementation

na

Internship and working life connections

visiting lecturer or company visit

Exam dates and retake possibilities

n/a

International connections

n/a

Student workload

Lectures 20 hours
Certificates and team project 110 hours

Further information for students

The course helps/supports those who need digital marketing and sales either in their work or/and their thesis project

Assessment methods and criteria

HubSpot certificates
Team project

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment criteria, good (3)

Good overall performance: can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Assessment criteria, excellent (5)

Excellent performance in all elements of the course: shows interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support his/her argument with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.