Digital Marketing (Roskilde – English)

In this elective we will be working with the most widespread digital marketing disciplines, in order to give you a thorough understanding of them – and in order to make you ready for your future career in digital marketing.
We will be working with Digital- and communication strategy, Social media advertising, E-mail marketing, Search Engine Optimization (SEO) & Search Engine Marketing (SEM), Content marketing & Storytelling, Personal Branding, Display banner advertising, User Experience & Conversion optimization, Marketing automation, Goals setting and KPI (key performance indicators)

The student will have:
• Knowledge of the latest tendencies within digital marketing
• Understanding about how digital marketing can be applied in a firm’s marketing plan
• Knowledge of theories about digital marketing
• Knowledge of how the different social media platforms, such as Facebook, LinkedIn, Twitter, Instagram, YouTube, are used as marketing channels.
• Knowledge of what banner advertising is
• Understanding about SEO - knowledge about relevant tools - writing SEO friendly texts
• Understanding about SEM - including Google analytics
• Knowledge of Usability and landing pages The student will be able to:
• Analyse strategic options related to the digital marketing strategy
• Write relevant content for websites, blogs etc.
• Analyse how companies use social media for digital marketing
• Apply knowledge about SEO
• Analyse landing pages and formulating suggestions in regards to website usability The student will be able to:
• Analyse and suggest concrete digital marketing strategies
• Create relevant content for websites and SoMe channels
• Put forward suggestions about how SEM and SEO should be used as part of the company marketing strategy
• Design an e-mail in Mail Chimp
• Use branding as a tool to make strategic decisions