Vår 2025

BED-2144 Social Media Marketing - 10 stp

The course is administrated by

Handelshøgskolen ved UiT

Type of course

This course can be taken as a singular course.

Course overlap

BED-2049 Digital marketing 10 ects

Course contents

Knowledge

Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied.

Possess general knowledge of digital media marketing and web analytics in consumer behaviour analysis
Recognises current opportunities and challenges in social media marketing, including issues related to privacy and other ethical matters
Knows the importance of analysing the value of different digital media options for consumers and firms and can compare it to social media marketing

Skills

Entail the ability to apply knowledge. Skills can indicate general skills that are not limited to a certain scientific field or profession, as well as specific skills.

Can defend digital marketing planning from the standpoint of professional practice
Can collect, analyse and evaluate scientific literature for digital marketing
Can effectively (built on logic and literature) defend their decision making in digital marketing

Competences

Entail the ability to apply knowledge and skills to work and study.

Can work with others to solve problems in digital marketing
Can professionally interpret different data and information from web analytics
Can conduct a plan for social media marketing with a good understanding of its pros and cons
Practices digital marketing from an ethical point of view

Admission requirements

Higher Education Entrance Qualification.

Application code 9199.

Objective of the course

The course on Social Media Marketing builds both an academic and practical understanding of professional practice in the field of digital marketing. The teaching emphasis such things as well-defined objectives, key performance indicators, communication plan, business models and methods in digital media, metrics and measurements, as well as integrated marketing communications. We will go through each and every media channel, its strength and weakness, and compare it with social media. This includes search engine marketing (including social search and both organic and paid searches), web pages, mobile, and affiliate marketing. Students will learn how to apply their knowledge to solve marketing problems with simulations, cases and practical exercises. By the end of the course students should know the importance of conducting analysis, strategy, and then implementation. Moreover, we will look at techniques and tools in digital marketing, where the concept of the social web will be emphasised.

Language of instruction

English

Teaching methods

The course will generally consist of the following parts: First, interactive lectures on theory and practice, explanation of approaches, techniques, and discussions about marketing managerial issues.

Second, presentations by students, simulations and case analysis.