Study Guide

Objective

Students
- knows different tools in digital marketing
- knowledge of service and relationship marketing
- understands the customer relationship's importance for profitability (CRM)
- can make strategies, sales forecasts and calculations needed in marketing

Content

Various tools in digital marketing
Service and relationship marketing
The importance of customer relationship for profitability (CRM)
Strategies, Sales Forecasts and Calculations needed in Marketing

Location and time

On campus

Materials

Ström & Vendel (2021 or 2018): Digital marketing

2. Svensson & Östberg (2016): Marketing, people and interaction

3. Kotler, Amstrong, Parment (2018): Marketing. Theory, strategy and practice
OR
Wildenstam (2018). Marketing - Models and Principles

4. Other material referred to by the teacher

Teaching methods

Lectures, literature discussions, group discussions, written assignments, exam

Employer connections

Guest Lecturers and cooperation with local businesses

Exam schedules

exam, submissions and literature seminars based on a separate schedule

Completion alternatives

Literature exam and written assignments

Student workload

Student's Workload
Total work load of the course: 135 h
- of which scheduled studies: 30 h
- of which autonomous studies: 105 h

Content scheduling

Digital marketing

CRM and customer relations

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Students have basic knowledge about digital marketing tools

Student have a general picture of service and relationship marketing
Knows the importance of the customer relationship for profitability

Know the benefits of sales forecasts and calculations needed in marketing

Assessment criteria, good (3)

Students have good knowledge of digital tools in marketing

Students have a good knowledge about service and relationship marketing
Good understanding of customer relationship management and can analyze the profitability of different customers

Can make basic sales forecasts and calculations needed in marketing

Assessment criteria, excellent (5)

Students have in-depth knowledge of digital tools in marketing

Students have an in-depth understanding of service and relationship marketing
Have in-depth knowledge about customer relationship management and can analyze the profitability of different customers

Can make more advanced sales forecasts and calculations needed in marketing

Assessment criteria, approved/failed

Fail: The criteria for grade 1-2 are not met.

Assessment methods and criteria

Assessment will be done through both written exams, seminars and assignments

All parts of the course should be approved for approved results on the course

Assessment criteria, fail (0)

does not meet the assessment criteria for steps 1-2 on the rating scale

Assessment criteria, satisfactory (1-2)

Minimal input in literature discussions or minimal presence in class discussions and in company projects.
Students have read theory and have an understanding of the subject and can use the correct terminology in view of the course's competencies.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
The project is completed and approved. The project is documented and of satisfactory quality

Assessment criteria, good (3-4)

Input in literature discussions, class discussions and company projects.
Students have read theory and have a good understanding of the subject and can use the correct terminology, theory and theoretical models in view of the course's competencies.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
Students can discuss key issues and theoretical views
Students can relate theory to practice and can reflect the application of theory in practice
The project is completed and approved. The project is well documented and of good quality

Assessment criteria, excellent (5)

Active input in literature discussions, class discussions and in company projects.
Students have read theory and have a good understanding of the subject and can use the correct terminology, theories and models in view of the course's skills.
Students can use different sources to retrieve information about the topic in both speech and writing, have both source references and source list.
Students can discuss key issues and theoretical views
Students can relate theory to practice and can reflect the application of theory in practice
Students contribute their own interpretation of the topic and relate to larger contexts.
Students contribute new angles on the subject, even with a view to the future.
The project is completed and approved. The project is documented and is professionally executed.

Qualifications

Basics of Marketing 5 cr