Nedenfor findes listen over valgfag for studerende optaget på Markedsføringsøkonomuddannelsen med studiestart i september 2017.

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1 Valgfag / Electives Nedenfor findes listen over valgfag for studerende optaget på Markedsføringsøkonomuddannelsen med studiestart i september Below is the list of elective courses for students enrolled in the AP degree Marketing and Management DRIFTSØKONOMI ECTS Omfang: 10 ECTS Indhold: Grundlag for, og udvidet forståelse af, omkostningsstrukturer, omkostningskalkuler og valg mellem forskellige alternativer herunder alternativomkostninger Grundlag for og udvidet forståelse af investeringsbeslutninger med tilhørende følsomhedsanalyser/break-even analyser før og efter skat Udvidet forståelse af finansieringsformer (inkl. leasing), og kriterier for sammenligning både før og efter skat. Prisoptimering (inkl. prisdifferentiering på tværs af to markeder) Læringsmål: Viden Den studerende skal have viden om: Almindelige omkostnings- og lønsomhedskalkuler på kort og lang sigt Forskellige markedsformers betydning for parameterindsatsen. De klassiske omkostningsfordelingssystemer samt aktivitetsbaseret omkostningssystemer (Activity Based Costing) Sammenhænge mellem indsats af produktionsfaktorer og produktion af varer og ydelser (LP) Valg mellem flere investeringsmuligheder i en før og efter skat betragtning Økonomisk optimal levetid og udskiftningstidspunkt i forbindelse med investeringer Opstilling af investeringskalkuler som grundlag for valg af handlingsalternativer med en længere tidshorisont. Forskellige finansieringsformer, herunder køb og leasing. Forudsætninger for forskellige økonomiske beregningsmetoder. Færdigheder Den studerende skal have færdigheder i at kunne: Kunne anvende Excel som værktøj til alsidige økonomiske analyser Kunne anvende omkostningsbegreber, der har relation til beslutningstagning. Kunne prisoptimere under forskellige markedsformer. Kunne prisoptimere på tværs af to markeder med forskellig prisfølsomhed (prisdifferentiering) Kunne analysere hvorledes driverne til et aktivitetsbaseret omkostningsfordelingssystem (Activity Based Costing) kan bestemmes. Kunne optimere produktsammensætningen på baggrund af lineær programmering (LP)

2 Kunne gennemføre følsomhedsanalyser i forbindelse med investeringsovervejelser Kunne foretage beregninger af kapitalbehov og betalingsstrømme som grundlag for opstilling af investeringskalkuler både for anlægs-vog omsætningsaktiver Kunne foretage beregninger af forskellige lån og kreditters effektive renter, før og efter skat. Kunne begrunde valg af finansieringsform (herunder egenkapital og fremmedkapital) i forbindelse med investeringer i anlægs- og omsætningsaktiver Kunne analysere hvorvidt forudsætningerne for forskellige beregningsmetoder er opfyldt i en given situation. Kunne præsentere og formidle økonomiske løsningsmuligheder. Kompetencer: Den studerende skal opnå kompetencer til at kunne: Selvstændigt at kunne udvikle mindre analyser i Excel regnearksmodeller Selvstændigt kunne udarbejde forslag til optimering af parameterindsatsen ud fra givne afsætnings- og omkostningsforudsætninger. Selvstændigt at kunne vurdere økonomiske konsekvenser af planlagte markedsføringsaktiviteter Selvstændigt at kunne udarbejde lønsomhedsanalyser baseret på et aktivitetsbaseret omkostningsfordelingssystem (Activity Based Costing). Selvstændigt at analysere investerings- og finansieringsalternativer i forhold til konkrete planlægningsopgaver. Selvstændigt at kunne reflektere over hvorvidt resultatet af økonomiske beregninger er retvisende. Prøve: 5 timers skriftlig prøve. Alle hjælpemidler er tilladt. Eksamensdato:

3 Statistik ECTS Omfang: 10 ECTS Indhold: Sandsynlighedsregning Stokastiske variable og sandsynlighedsfordelinger Regressionsanalyse Variansanalyse Hypotesetests for én parameter Hypotesetests for to parametre Læringsmål: Viden Den studerende skal have viden om: Beskrivende statistik og sandsynlighedsregning Stokastiske variable og sandsynlighedsfordelingerne Normalfordelingen Binomialfordelingen Hypergeometrisk fordeling Poissonfordelingen Skalering Regressionsanalyse af typerne med Multiple parametre Dummy variable Ikke lineære sammenhænge Variansanalyse Positions og spredningsmåls betydning for hypotesetest Hypotesetest for én parameter Hypotesetest for to parametre Færdigheder Den studerende skal have færdigheder i at kunne: beregne og fortolke forskellige mål for central tendens og variation foretage sandsynlighedsberegninger for stokastiske variable/sandsynlighedsfordelinger opstille, gennemføre og analysere en regressionsmodel med én eller flere forklarende variable, herunder dummy variable beregne og fortolke hypotesetest efter kritisk værdi-, P-værdi- og konfidensintervalmetoden beregne og fortolke hypotesetest med kendt eller ukendt varians ved middelværdi test og ved middelværditest på forskelle mellem to middelværdier beregne og fortolke hypotesetest for en eller to andele, varianser eller intensiteter At redegøre for forudsætningerne i sandsynlighedsfordelinger, regression, variansanalyse og hypotesetests Kompetencer: Den studerende skal opnå kompetencer til at kunne: Fortolke en regressionsmodel med en eller flere forklarende parametre til et specifikt marketingeller salgsformål Udføre specifikke sandsynlighedsberegninger i tilknytning til marketing- og salgsformål

4 Udføre deskriptiv statistik i tilknytning til marketing- og salgsformål Udarbejde og forklare resultaterne fra hypotesetests for middelværdi(er), andel(e), varians(er) og intensitet(er) Vurdere specifikke hypotesetests styrke i tilknytning til marketing- og salgsformål Prøve: 5 timers skriftlig eksamen Eksamensdato:

5 Datadreven markedsføring ECTS Omfang: 10 ECTS Indhold: Dataforberedelse Supervised modeller Unsupervised modeller Læringsmål: Viden Den studerende skal have viden om: K-nærmeste nabo Klassifikationstræer Logistisk regression Naive Bayes Support Vector Machines Neural netværk Multipel lineær regression Klyngeanalyse Associations regler Tekst mining Færdigheder Den studerende skal have færdigheder i at kunne: Undersøge og forberede data ved hjælp af visualisering, dimensionsreduktion og sikring af datakvaliteten træne og teste modellerne evaluere modellerne gøre modellerne brugbar for virksomheden Kompetencer: Den studerende skal opnå kompetencer til at kunne: Selvstændigt undersøge virksomhedens data og finde skjulte mønstre, korrelationer samt andre brugbar informationer om kunder og produkter for at træffe bedre markeds- og salgsmæssige beslutninger Hjælpe virksomheden med at opnå ny kunde- og produktindsigt ved brug af big data Prøve: 4 timers skriftlig eksamen Eksamensdato:

6 Entreprenørskab ECTS Omfang: 10 ECTS Indhold: Entreprenørskabstankegangen Entreprenørskabsværktøjer både i eksisterende og nye virksomheder f.eks. inden for innovation samt lancering af nye koncepter og produkter Fra idé til forretningsplan Kommunikation og forhandling i forbindelse med forretningsplanen Læringsmål: Viden Den studerende skal have viden om: Hvilke forhold der fremmer entreprenørskab, samt hvad der afgør succes og fiasko ved opstart af nye virksomheder/lancering af nye koncepter Nødvendige kompetencer med hensyn til markedsføring, budgettering, organisering i en nystartet virksomhed Hvordan en bæredygtig forretningsplan udarbejdes Færdigheder Den studerende skal have færdigheder i at kunne: Udarbejde markedsanalyser og behovsdokumentation samt en praktisk handlingsplan for gennemførelsen af en konkret idé Udarbejde forskellige økonomiske scenarier Indgå i en evt. forhandling vedr. finansiering eller lignende i forbindelse med implementeringen af forretningsplanen Kompetencer Den studerende skal opnå kompetencer til at kunne: Udarbejde en forretningsplan og dermed skabe grundlag for etablering af egen virksomhed Sælge idéen gennem præsentation af forretningsplanen Prøve: Skriftlig aflevering af forretningsplan i grupper, som grundlag for den mundtlige eksamen. Eksamen afvikles med fælles gruppepræsentation i 20 minutter, derefter 20 minutters individuel eksamination. Karakteren gives på baggrund af en samlet vurdering. Eksamensdato:

7 Videregående markedskommunikation og mediaplanlægning Omfang: 10 ECTS Indhold: Formålet med faget er at sætte den studerende i stand til at analysere, planlægge og gennemføre virksomhedens markedskommunikation. Den studerende skal kende til den samlede planlægningsproces fra marketingmål til udformningen af budskabet til hvilke mediegrupper der vil være bedst i den givne situation. Den studerende kan også kende til de forskellige aktørers rolle på markedet samt have kendskab til sekundære datakilder. Læringsmål: Viden Den studerende skal have viden om: Hvilke aktører der findes på markedet deres roller og samarbejde samt de forandringer der sker på markedet. Hvordan reklame virker - responsfunktioner Hvordan forbrugerne lærer om kommunikation indlæringsteori Hvilke sekundære datakilder der findes Hvordan Infosys/ TV metersystemet fungerer Grundbegreberne inden for mediaplanlægning Styrker og svagheder ved forskellige mediagrupper Færdigheder Den studerende skal have færdigheder i at kunne: Samarbejde med relevante aktører Kunne diagnosticere virksomhedens kommunikative problemer Kunne vurdere forskellige forslag til kreativ udformning Kunne analysere forskellige medier Kompetencer Den studerende skal opnå kompetencer til at kunne: Analysere virksomhedens markedskommunikation Opstille forslag til gennemførelse af virksomhedens markedskommunikation At vurdere og argumentere for valg af mediastrategi Eksamen: De studerende udarbejder en opgave på 6-8 sider i grupper af maks. 3 personer. Den skriftlige opgave danner grundlag for en mundtlig eksamen. Karakteren er en samlet vurdering på baggrund af den skriftlige opgave og det individuelle forsvar. Aflevering af rapport: Eksamen:

8 Export Weight: 10 ECTS The aim of the course is to give the student understanding of the practical elements in export sale, and competences to act in relation to the company s internationalization and sales to international customers. The course shall strengthen the student s ability to plan and execute export sales on a tactical and operational level. Content: The overall export strategy The international value chain Target group evaluation and identification of international clients Risk management in exports International sales and delivery conditions and trade contracts Planning and follow-up Organizing the export sales The exports salesperson and the role Understanding technical sales Export in ebusiness Learning objectives: Knowledge The student must have knowledge of: Praxis and central theories and methods within export strategy and planning Corporation with agents and distributers and own branches Use theories and methods in the practical export sales Praxis of the organization of export sales Export networks and support from national and international organization Understand the role and tasks of the export sales person I relation to the company Skills The student must have skills: Use digital marketing tools, models and theories to evaluate the potential for selling online as well as offline internationally Use central methods and tools in developing a general export strategy and specific go-to market strategies. Systematic uncover the international value chain in sales to international customers based in central theories of supply chain management Plan and follow-up export sales targets Techniques to choose, motivate, control and evaluate foreign agents and distributers Competences The student must obtain competences to: Plan and execute export sales Identify foreign potential customers and partners Develop export tasks to optional exploitation of the potential for foreign sales Develop client plans for key accounts Exam: Group project with individual oral exam

9 Business English ECTS weight: 5 ECTS Aim of the course The aim of the course is to provide students the opportunity to improve their English language skills in the context of international business. Content Language skills as well as cultural awareness are prerequisites for working with export sales or export marketing. In this elective, you will improve your written and oral English skills in the areas of company culture practices, international meetings, sales and negotiation through real cases and exercises related to the current world of international business. The course and exam will be carried out entirely in English. Learning objectives: Knowledge: The student will gain knowledge about: Advanced business English terminology in sales, marketing, purchasing and meetings Business environments in the English-speaking world and other Different communication strategies in business Skills: The student will get the skills to: Speak English at an advanced level for international business Communicate effectively in cross-cultural environments in English Utilize international business language in practical situations for marketing, purchasing, selling and customer service Apply acquired knowledge of communicative strategies in practice Competences: The student will learn to: Participate in oral and written communication tasks in English in relation to marketing, sales and business communication Cooperate with customers and suppliers with a different cultural and linguistic background Undertake strategic business communication tasks in English Interact in inter-cultural business environments Exam: Five to six-page paper with a follow-up oral exam. The student will write a paper discussing the communication, cultural and business aspects of a case. The follow-up oral exam will take its point of departure in the paper. Both written and oral English communication skills will be the focus for assessment (50/50%). Hand in: Exam date:

10 German-Danish Management Course (in english) ECTS weight: 5 ECTS Aim of the course This international module intends to give the student an introduction to German/Danish society and culture in business relations and enables the student to understand a company s internal and external situation as well as to act operationally on a strategic level. By applying analytical tools, the student gains the competencies to support strategic analysis, international negotiation and business understandings in general. Content As markets globalize, firms are increasingly looking beyond their domestic market for growth opportunities. The course highlights the conceptual, descriptive and strategic issues involved in identifying and capturing international marketing opportunities and aims at last the various environments that have an impact on international marketing. One of the core challenges here is to find the right balance between standardization of the international marketing mix and adaptation to each country market, while taking into consideration relevant inter-cultural aspects. This course intends to give a compact overview of the most relevant concepts and developments in International Management with a German-Danish perspective. The cross-border perspective is the primary focus however, the course will give the student the ability to take part in international business in general. The course is designed to give students an introduction to a cross-border understanding of the following four areas of business: - International Marketing - International Trade with introduction to Business Law, Accounting and Taxation - Culture and international organizational behavior - Cross-cultural communication The student will gain an understanding of concepts and theories in organizational structure and organizational culture. Based on cultural understanding, the student will have the competencies to implement their learnings and skills in companies and take part in international trade. The module ensures that the students can methodically apply the relevant analysis tools and on this basis, draw up and disseminate the basis of decisions within sales, marketing and economics. Learning objectives: Knowledge: The student will gain knowledge about: The company s accounting matters, including relevant accounting standards Ensuring that the student gets knowledge of the overall legal framework for good business To give the student an understanding of the German/Danish legal system with an added international perspective hereunder aspects such as o Contract Law o Sale of Goods o Company Law o Marketing law Introduction to German/Danish Business language Principles of global marketing; hereunder the global marketing mix, market opportunity analysis, segmentation, targeting, and positioning for Germany/Denmark Understanding of consumer behavior and decision making To make sure that the students get a basic understanding of a company s organization, resources and competencies To give the student an introduction to the organization s culture and structure - theories and concepts

11 Skills: The student will get the skills to: The student is competent to act professionally in collaborative relationships The student can use sales and negotiation techniques for the implementation of personal sales Put together the right marketing mix in relation to the market opportunities discovered The student is able to explore the market in order to choose the most profitable relations in an international perspective The ability to conduct an efficient marketing research designed to the German/Danish market Competences: The student will learn to: Enabling the student to understand a company s internal and external situation, in a global perspective Gives the student the ability to communicate and negotiate with the company s stakeholders Enabling the student to use the different phases of sales processes Gives the student the ability to take part in international trades Exam: Written Business Case & Oral Exam Exam date:

12 Oplevelsesøkonomi ECTS Omfang: 10 ECTS Indhold: Formålet med valgfaget Oplevelsesøkonomi er at kvalificere den studerende til at identificere, analysere og løse oplevelsesøkonomiske problemstillinger. Således, at der opnås forståelse for betydningen af oplevelsesøkonomien i forbindelse med markedsføring af en virksomhed og dens produkter og services. Den studerende skal være i stand til at anvende oplevelsesøkonomiske begreber, teorier og modeller. Indarbejde begreber, teorier og modeller fra oplevelsesøkonomien via lærebøger, cases og virksomhedskontakt Analysere både producerende virksomheder, servicevirksomheder og eventvirksomheders oplevelseskoncepter ud fra oplevelsesøkonomiske modeller Arbejde med markedsføring af oplevelser som produkt Arbejde med markedsføring af organisationer, virksomheder og produkter via oplevelser Egen udvikling af oplevelseskoncepter og organisering af disse Læringsmål: Viden Kendskab til og forståelse for begreber, teorier og modeller inden for oplevelsesøkonomien Forståelse for oplevelser som markedsføringsredskab både fysiske og digitale Kendskab til og forståelse for udvikling og organisering af oplevelseskoncepter Kendskab til brug af adfærdsdesign og fremtidsforskning i relation til oplevelsesøkonomi Færdigheder Den studerende skal have færdigheder i at kunne: Analysere virksomheder, organisationer og branchers oplevelseskoncepter Identificere og udvikle egne oplevelseskoncepter Opstille forslag til opbygning af organisation og vurdering af oplevelsens markedsmulighed Formidle sin analyse og sit oplevelseskoncept Kompetencer Den studerende skal opnå kompetencer til selvstændigt kunne gennemføre de indledende vurderinger ved opstart af et nyt koncept, projekt, produkt eller en ny virksomhed Prøve: Aflevering af synops i grupper, som grundlag for den mundtlige eksamen. Eksamen afvikles med fælles gruppepræsentation i 20 minutter, derefter 20 minutters individuel eksamination. Karakteren gives på baggrund af en samlet vurdering. Eksamensdato:

13 Brand Management ECTS Omfang: 10 ECTS Indhold: Formålet med faget er at give de studerende en grundlæggende forståelse af branding, herunder forsyne dem med forskellige redskaber til opbygning af stærke service- og produktbrands. De studerende vil arbejde med tilblivelsen af brands som en konstruktion mellem forbrugere og virksomhed. Dermed skal de studerende opnå en forståelse af hvordan man, som virksomhed, opbygger, udvikler og vedligeholder brands i en proces, hvor forbrugerne er medspillere i denne konstruktion. Læringsmål: Den studerende skal have viden om: Forskellen mellem produkt- og brand management Forskellige perspektiver og skoler for opbygning og forståelse af branding Forhold, som er relevante for udvikling af branding strategier på B2B, B2C og B2G markederne Den studerende skal have færdigheder i at kunne: Analysere og forstå branding fra et forbruger- virksomheds- og organisatorisk perspektiv Anvende relevante teorier og modeller til opbygning og vedligeholdelse af brands Analysere mulighederne for opbygning af stærke brands Den studerende skal opbygge kompetencer til at kunne: Planlægge, eksekvere og evaluere relevante branding strategier Anvende brand building som strategisk ledelsesredskab Anvende branding i et oplevelsesøkonomisk perspektiv Prøve: 5 timers skriftlig prøve Eksamensdato:

14 Digital markedsføring ECTS Omfang: 10 ECTS Formålet med faget er at give den studerende kompetence til at kunne optimere og effektuere strategier for online marketing samt udvikle, implementere og optimere koncepter og online kommunikation for specifikke markeder og målgruppesegmenter. Indhold: Digital strategi og mobile marketing Digital konceptudvikling Digitale marketingværktøjer Content management og CMS er: Web-produktion Content marketing SEO, SEM, Affiliate & Display, influencer marketing Sociale medier Marketing automation KPI og CRO, analyse og test UX, IA, UI og usability Læringsmål: Viden Den studerende skal have viden om: centrale digitale marketingbegreber praksis for udvikling af digitale marketing strategier, samt planlægning og eksekvering af digitale aktiviteter Centrale dataindsamlingsmetoder i relation til arbejdet med markedsanalyse og effektmåling af markedsføringen Den digitale strategis betydning og relevans Metoder til digital markedsføring Færdigheder Den studerende skal have færdigheder i at kunne: Anvende centrale metoder og redskaber, der knytter sig til digital markedsføring i praksis Opstille mål og vurdere nøgleområder for virksomhedens digitale strategi i henhold til virksomhedens forretningsmæssige målsætninger Anvende centrale metoder og værktøjer til at planlægge og forbedre arbejdet med usability og brugertests Vurdere virksomhedens ranking i søgemaskiner og stille forslag til konverteringsrateoptimering Udarbejde annonce- og reklamekampagner i digitale medier Identificere relevant jura og vurdere konsekvenserne for virksomhedens digitale markedsføring Kompetencer Den studerende skal opnå kompetencer til at kunne:

15 Deltage i tværfaglige teams i forbindelse med virksomhedens arbejde med digital markedsføring Selvstændigt analysere, planlægge og gennemføre opgaver i forbindelse med digital markedsføring Håndtere udvikling af den digitale strategi med udgangspunkt i virksomhedens situation og med inddragelse af relevante interessenter Gennem brug af webstatistik og brugertests tilrettelægge og optimere den digitale markedsføringsindsats Eksamen: Digitalt Mock-Up (hjemmeside), disposition og 20 min. mundtlig eksamen Eksamensdato:

16 BUSINESS ECONOMICS Weight: 10 ECTS Content: Basis for an extended understanding of cost structures, cost estimates and choices between various alternatives including opportunity costs. Basis for an extended understanding of investment decisions with break-even analysis before and after tax Price optimization under different market structures (incl. price discrimination) Basis for an extended understanding of financing forms including leasing and criteria for decisionmaking both before and after tax. Knowledge The student will gain knowledge of: Profitability calculations for the short and long term. Different market structures and their influence on pricing and output decisions. Standard cost accounting systems as well as activity-based cost systems (Activity Based Costing) Correlations between factor consumption and the production of goods and services (LP model) Investments in connection with the choice between several investment opportunities, before and after tax. Optimal lifetime of assets in connection with investment decisions. Investment calculations, as a basis for the selection of alternatives in a long-run perspective. Different types of financing. Underlying assumptions of different methods of economic analysis. Skills The student will acquire the skills to: Be able to use Excel as a tool for versatile economic analyses. Optimize price and output under different market structures. Optimize price and output across two markets with different price elasticities of demand (price discrimination) Be able to use key costing concepts that are related to decision-making Be able to analyze how the drivers for an activity based cost accounting system (Activity Based Costing) can be determined Optimize product mix using linear programming (LP) Conduct break-even analyses in connection with investment decisions Be able to make calculate capital requirements and cash flows as the basis for investment calculations for both the fixed and the current assets Be able to calculate the effective interest rate on different loans before and after tax Be able to justify the choice of financing type (including equity and debt) in connection with investments in fixed and current assets Be able to present and explain economic recommendations Identify the underlying assumptions of different methods of economic analysis. Competencies The student will learn to: Independently develop smaller analyses in Excel spreadsheet models Independently be able to assess the economic implications of planned marketing activities

17 Independently asses a company s pricing strategy based on optimization calculations. Independently analyze profitability using an activity based cost accounting system (Activity Based Costing). Independently analyze investment and financing alternatives in relation to planning decisions Independently evaluate the validity of economic analyses. 5 hours written exam All aids allowed Exam date:

18 Statistics Weight: 10 ECTS Content: probability theory random variables and probabilitydistributions regression analysis analysis of variance hypothesis tests, one parameter hypothesis tests, two parameters Learning objectives: Knowledge The student will gain knowledge about: descriptive statistics and probability theory random variables and the probability distributions Normal distribution Binomial distribution Hypergeometric distribution Poisson distribution scaling regression analysis, the following types Multiple parameters Dummy variables Non-linear relations analysis of variance position and variance measures importance for hypothesistests hypothesis tests, one parameter hypothesis tests, two parameters Skills The student will achieve the skills to: calculate and interpret the various objectives for central tendencies andvariability make probability calculations for random variables/probabilitydistributions formulate, implement and analyze a regression model with one or more explanatory variables, including dummy variables calculate and interpret hypothesis tests from critical value-, P-value and the confidence interval methods calculate and interpret hypothesis tests with known or unknown variance for mean value and for difference between two mean values calculate and interpret hypothesis tests for one or two proportion, variances or intensities. Explain the required assumptions in probability distributions, regression analysis, variance analysis and hypothesis testing Competencies The student will learn to: independently interpret a regression model with one or more explanatory variables for a specific marketing and salesissue assess specific probability calculations in connection with marketing and salesissues assess the descriptive statistics of the marketing and salesissues work out an independent interpretation of the results from hypothesis tests for mean value(s), proportion(s) and variance(s) evaluate specific hypothesis tests strength and use related to marketing- and salesissues

19 5 hours written exam All aids allowed Exam date:

20 Brand Management Weight: 10 ECTS Content: The purpose of the subject is to give the student a fundamental understanding of branding including equipping them with various tools for building strong service and product brands. Students will work with creation of brands as a construct between consumer and company, thereby achieving understanding of how a company builds, develops and maintains brands in a process where the consumer plays an active role in this construct. Learning objectives: The student must have knowledge about: The difference between product management and brand management Various perspectives and schools for building the understanding branding Conditions that are relevant for developing branding strategies in B2B, B2C and B2G markets The student must have skills to: Analyze and understand branding from the perspectives of consumer, company and organization Apply relevant theory and models for building and maintaining brands Analyze opportunities for building strong brands The student must develop competencies to: Plan and evaluate relevant branding strategies Apply brand building as a strategic management tool Apply branding in the perspective of experience economy Prøve: 5 hours written exam Exam date:

21 Digital Marketing Weight: 10 ECTS The aim of this elective is to give the student competencies to optimize and launch strategies for Online Marketing, to develop, implement and optimize Online Communications for specific markets and Target Group segments. Content: Digital Strategy and Mobile Marketing Digital Concept Development Digital marketing Tools Content Management and CMS s: Web Production Content Marketing SEO, SEM, Affiliate & Display, Influencer Marketing Social Media Marketing Automation KPI and CRO, analysis and test UX, IA, UI and Usability Learning Objectives: Knowledge The student must have knowledge about: key online marketing concepts the practice for developing a digital marketing strategy, and planning and executing online marketing activities key data collection methods in relation to market analysis and impact measurement of marketing activities the importance and relevance of the digital strategy digital marketing methods Skills The student must have skills in: using key methods and tools that relate to digital marketing in practice setting goals and assess key areas for the company's digital strategy according to the company's business objectives using key methods and tools for Usability and User Testing, in order to improve Usability assessing ranking in search engines and making suggestions for conversion rate optimization developing ads and advertising campaigns in digital media identifying relevant legal issues and assess the consequences for the company's digital marketing Competencies The student must obtain competencies to: participate in cross organizational teams in connection with the company's work with digital marketing analyze, plan and implement tasks related to digital marketing

22 Manage development of the digital strategy based on the company's situation and with the involvement of relevant stakeholders organize and optimize digital marketing efforts through the use of web statistics and user tests Exam: Digital Mock-Up (homepage), 1-page synopsis and 20 min. oral exam Exam date: