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Curriculum 2016-2017
Bachelor in Digital Marketing
Faculty of Communication
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Introduction
The study programme provides a fundamental education in digital marketing, a fast growing
business sector that aims to promote goods and services through digital channels with the
aim of influencing the attitude and behaviour of customers. A new generation social networks
makes the Internet one of our main marketing channels. Companies that have no digital
presence fail in their visibility. Digital arenas such as Facebook, Twitter and YouTube are
developing very fast, thus there is a large organisational need for employees who are able to
operate effectively on these arenas and use them for marketing purposes.
Degree/title
Scope
Type of study
Bachelor in Digital Marketing
180 ECTS credits
Campus-based full-time study with a duration of 3 years
The study programme is offered by the Faculty of Communication at Westerdals Høyskole –
Oslo School of Arts, Communication and Technology AS (Westerdals Oslo ACT).
1.1 About the programme
The versatile professional field of digital marketing comprises competence in a number of
areas. A digital marketer needs to be proficient in planning and implementing digital
strategies and campaigns, and this must be done in an up-to-date, relevant, personal and
cost effective way. This requires a good grasp of the field of marketing, as well as knowledge
of consumer psychology and understanding and knowledge of the possibilities offered by this
technology.
The Bachelor in Digital Marketing programme is interdisciplinary, combining marketing, IT
and communication. It is theoretical as well as practical, giving basic understanding of the
theory of digital marketing and at the same time basic training in main technologies used in
this field. The students learn to plan digital campaigns and to create and implement technical
solutions, as well as evaluate the effects of these campaigns.
Any marketing department will have a need of employees who are competent in this growing
field. Thus, students on the bachelor’s programme in Digital Marketing can look forward to a
career in marketing departments working with digital strategies and campaigns. They can
also work as consultants in advertising agencies or in companies offering services in digital
media and marketing.
Upon completion of the bachelor’s degree it is possible to continue on a postgraduate
programme in Norway or abroad.
The study programme is suited for those who have an interest in marketing, communication
and digital methods. For application to the programme no specific previous knowledge is
required apart from general Higher Education Entrance Qualifications.
1.2 Curriculum Overview
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Overview of the semesters and ECTS credits:
Sem6
Sem5
Sem4
Sem3
Sem2
Sem1
Theory and
Method 2
(7.5 ECTS)
Internship
(7.5 ECTS)
Elective
(7.5 ECTS)
Strategy and
Society
(7.5 ECTS)
Digital Culture
(7.5 ECTS)
Bachelor’s Thesis (22.5 ECTS)
Consumer
Psychology
(7.5 ECTS)
Digital Marketing 2
(7.5 ECTS)
Interaction Design
(7.5 ECTS)
Effect Evaluation:
Techniques and Tools
(7.5 ECTS)
Web Development 2
(7.5 ECTS)
Web Development 1
(7.5 ECTS)
Digital Marketing 1 (15 ECTS)
Technology and
Method
(7.5 ECTS)
Marketing
(7.5 ECTS)
Creative Market
Communication
(7.5 ECTS)
7.5 ECTS credits
7.5 ECTS credits
7.5 ECTS credits
Elective
(7.5 ECTS)
Project:
Digital Marketing
(15 ECTS)
Social Media
Marketing
(7.5 ECTS)
Content
Development
(7.5 ECTS)
7.5 ECTS credits
Yellow boxes denote joint instruction with one or more other study programmes. White boxes
are mandatory courses for this particular study programme. Green boxes show the
placement of optional/elective courses. The 5th and 6th semesters will be taught for the first
time in academic year 2017-2018.
In the 4th semester the students choose an elective from a pool of possible optional courses
across study programmes and faculties. The choice of elective is made in the prior autumn
semester.
The first year of study gives basic knowledge in various genres of marketing, marketing
communication, social media, digital content, and digital culture. Year two builds on this and
gives basic competence in interaction design and web development as well as digital and
analytical tools. Additionally, the students carry out a digital marketing project aimed at
developing skills in project management and the use of agile method. In the first and second
years of study students are involved in interdisciplinary projects in joint courses at the Faculty
of Communication and the Faculty of IT and Technology.
The third year introduces consumer psychology and the theory of persuasion. The emphasis
is on the practical application of the knowledge and skills learnt in the first and second years
of study. The final semester is made up of a bachelor project in which the students tackle an
extensive assignment related to digital marketing. The project builds on independent study
and an individual solution, though it may be completed in close contact with a private or
public enterprise.
In the fifth semester the students choose two of the following electives (more electives are
planned and a complete list will be published at the beginning of the autumn semester 2017):


Business Intelligence 7.5 ECTS
IT Project Management 7.5 ECTS
The fifth semester may alternatively be studied at other university colleges or universities in
agreement with the internationalisation strategy of Westerdals Oslo ACT.
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A number of instruction forms are used in the programme in order to facilitate learning.
Lectures, discussions, presentations, work meetings, and exercises are used to introduce
new concepts and relationships and to train skills and understanding. The students’ work is
performed both individually and in teams, and teaching focuses on teamwork and
cooperation in order to achieve good learning outcomes. All semesters include group
projects to have the students use their skills and understanding to solve complex problems.
The projects are closely linked to the characteristics of the study programme all through the
three years of study. The study finishes with a bachelor project in which the students will use
all their previously gained competence and knowledge to investigate self-defined research
questions.
The bachelor programme is anchored in digital marketing and covers central topics in
marketing, consumer psychology, communication, digital tools, and basic IT knowledge.
Relevant research in marketing, digital marketing, communication, psychology and consumer
behaviour is a background for the teaching as well as for students’ work.
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Courses open for exchange students
Exchange students are welcomed into our 3rd year of study. This semester will be taught for
the first time in academic year 2017-2018. The following courses are planned but may see
changes before the first teaching semester starts in August 2017.
4.2 BU5200 Consumer Psychology/Consumer Behaviour
Norwegian name: Forbrukerpsykologi
ECTS credits: 7.5
Area of study: Technology/IT
Language of instruction: NO
Programme: Mandatory course in Bachelor in IT – Interactive Design, and in Bachelor in
Digital Marketing. Optional course in other specialisations in Bachelor in IT.
Required prerequisites: None
Recommended prerequisites: None apart from admission to Interactive Design or Digital
Marketing
Semester: The course is taught in the 5th semester, for the first time in Autumn 2017 in
Digital Marketing
Course leader: Asle Fagerstrøm
Revision: The course is being revised; see “Assessment” and “Notes”
Course outline
The course aims to give a basic introduction to the factors that control and influence
consumer behaviour and how to capitalise on these factors in digital marketing. A special
emphasis is placed on mapping the conditions that influence the need for products and
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services, the decision processes behind the purchase of a product or service, and the way
products and services are used. After completing the course students will have sufficient
knowledge and competence to use a number of theories and models to describe what leads
to consumers’ choice of products or services, and to describe what happens after purchase
and what influences future purchases.
Learning outcome
Knowledge: At completion of the course the candidate


understands the importance of possessing knowledge of consumer behaviour in
marketing
knows a number of techniques for market surveys
Skills: At completion of the course the candidate is able to
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


segment a market
describe the purchasing process of consumers for the purchase of a product or
service
describe individual factors such as motivation, personality and perception, and how
they influence the choice of consumers
describe the way consumers learn
describe and analyse consumer attitudes and suggest strategies for changing
attitudes
describe how social factors such as reference groups, socio-cultural groups and
culture influence consumer choices
analyse processes related to the adoption and diffusion of news
General competence: At completion of the course the candidate is able to

reflect on ethical issues related to influencing and persuading consumers in digital
marketing
Methods of teaching and learning
The course is taught with a combination of lectures and case discussions.
Recommended workload
Participation in classes and tutorials – 44 hours
Self-study – 66 hours
Exam and preparing for the exam – 90 hours
Total recommended workload – 200 hours
Technology and tools
NA
Learning material
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Updated information on required reading and other learning material is posted per
programme on our electronic learning platform before the semester starts. There is also
information on our website.
In addition to literature and other learning material, scheduled teaching and other scheduled
learning activities are part of the syllabus.
Coursework requirements
Possible requirements for coursework are in the making and will be made known in Spring
2017.
Assessment
The form of assessment is in the making and will be made known in Spring 2017.
Assessment criteria
See Learning Outcome
4.3 IS6200 Effect Evaluation: Techniques and Tools
Norwegian name: Effektevaluering: Teknikker og verktøy
ECTS credits: 7.5
Area of study: Management; Games; Music/Sound; Film/Media; Performing arts and studio;
Text and copywriting; Design; Marketing; Technology/IT
Language of instruction: NO/EN
Programme: The course is mandatory in Bachelor in IT – Interactive Design, and in
Bachelor in Digital Marketing
Required prerequisites: None
Recommended prerequisites: None
Semester: The course in taught in the 5th semester for Interactive Design and the 6th
semester for Digital Marketing, for the first time in Spring 2018 for Digital Marketing
Course leader: Asle Fagerstrøm
Revision: The course is being revised; see “Assessment” and “Notes”
Course outline
Business enterprises that have success with digital campaigns have a common feature: they
use resources on measuring effects and profits related to the various measures taken.
Continuous improvement is therefore based on knowledge of success factors. In this work it
is essential to establish good routines to evaluate and measure that which contributes to
success. The business should define measurement parameters to be used in the
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improvement process. Knowledge of and skills in using techniques and tools are also
essential to be able to carry out measurements of the effect of digital campaigns. The course
aims to give the students the necessary knowledge and skills to enable them to evaluate
effects and thus carry on continuous improvement of a company’s campaigns. The course is
taught as two parts, one part introducing routines and techniques for effect measurements
while the other part is lab work with practical use of tools.
Learning outcome
Knowledge: At completion of the course the candidate


understands the importance of continuously measuring the effect of digital campaigns
knows laws that regulate the measuring of effects in digital campaigns
Skills: At completion of the course the candidate is able to
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establish processes for continuous measurement and improvement of digital
campaigns
define measurement parameters for measuring effect
use a number of techniques and tools to measure effects
process and analyse data related to digital campaigns
present results in writing as well as orally
General competence: At completion of the course the candidate has the ability to

reflect on ethical issues related to measuring effects when using digital tools
Methods of teaching and learning
The course is taught with a combination of lectures and lab work.
Recommended workload
Participation in classes – 44 hours
Self-study – 60 hours
Independent preparations for presentations/discussions in class – 6 hours
Exercises – 0 hours
Assessment and preparing for the exam – 90 hours
Total recommended workload – 200 hours
Technology and tools
Google analytics, MS Excel, MediaLab, SurveyMonkey, etc.
Learning material
Updated information on required reading and other learning material is posted per
programme on our electronic learning platform before the semester starts. There is also
information on our website.
In addition to literature and other learning material, scheduled teaching and other scheduled
learning activities are part of the syllabus.
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Coursework requirements
Possible requirements for coursework are in the making and will be made known in Spring
2017.
Assessment
The form of assessment is in the making and will be made known in Spring 2017.
Assessment criteria
See Learning Outcome.
4.4 IS5200 Business Intelligence
Norwegian name: Business intelligence
ECTS credits: 7.5
Area of study: Technology/IT
Language of instruction: NO
Programme: Mandatory course in Bachelor in IT – E-Business; optional course in Bachelor
in Digital Marketing
Required prerequisites: None
Recommended prerequisites: Databases
Semester: The course is taught in the 5th semester, for the first time in Autumn 2017 for
Bachelor in Digital Marketing
Course leader: Wanda Presthus
Revision: The course is being revised; see “Assessment” and “Notes”
Course outline
Business Intelligence (BI) gives a thorough introduction to how the interpretation of data can
lead to better decisions and how this will create value for companies. The course teaches
theory as well as the use of end-user tools for reporting and dashboards.
Learning outcome
Knowledge: At completion of the course the candidate
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knows central BI concepts such as process, tools, products
can describe the development of BI
can describe how BI can lead to better decisions in businesses
Skills: At completion of the course the candidate
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is able to judge different types of end-user tools
is experienced in reporting, analysis and visualisation
Competence: At completion of the course the candidate
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understands how BI can create value in an innovative way
is able to critically evaluate a company’s use of BI end-user tools
can recognise ethical issues
Methods of teaching and learning
The course is taught over one semester with lectures and exercises.
Recommended workload
Participation in classes and tutorials – 44 hours
Self-study – 90 hours
Independent exercises and lab work, practical work in groups or individually – 63 hours
Exam and preparing for the exam – 3 hours
Total recommended workload – 200 hours
Technology and tools
One tool to make end-user Business Intelligence products
Learning material
Updated information on required reading and other learning material is posted per
programme on our electronic learning platform before the semester starts. This information is
also on our website.
In addition to literature and other learning material, scheduled teaching and other learning
activities are part of the syllabus.
Coursework requirements
Possible requirements for coursework are in the making and will be made known in Spring
2017.
Assessment
The form of assessment is in the making and will be made known in Spring 2017.
Assessment criteria
See Learning Outcome.
4.5 BU5300 IT Project Management
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Norwegian name: IT-prosjektledelse
ECTS credits: 7.5
Area of study: Management; Technology/IT
Language of instruction: NO
Programme: Optional course in Bachelor in IT and in Bachelor in Digital Marketing
Required prerequisites: General Higher Education Entrance Qualifications
Recommended prerequisites: None
Semester: The course is taught in the 5th semester, for the first time in Autumn 2017 for
Digital Marketing
Course leader: Knut Rolland
Revision: The course is being revised; see “Assessment” and “Notes”
Course outline
The course gives students the necessary experience in managing IT-based projects in small
and medium sized organisations. The students learn about various methods in IT project
management. Additionally, they gain practical experience through a case study that includes
planning, budgeting, tender, and using a state-of-the-art project management tool. The
course will also enable the students to critically evaluate various IT project management
methods.
Learning outcome
Knowledge: At completion of the course the candidate
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can describe various types of project management methods
knows classical IT projects
knows success criteria and pitfalls
Skills: At completion of the course the candidate is able to
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prepare a tender and make a budget
analyse and prevent risks
use a leading project management tool
recognise the various participation roles and phases in a project
General competence: At completion of the course the candidate is able to
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contribute actively in leading an IT project in small and medium sized businesses
critically evaluate various IT project management methods
Methods of teaching and learning
Lectures, presentations in class, and using tools
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Recommended workload
Participation in classes and tutorials – 48 hours
Self-study – 60 hours
Independent preparation for presentation/discussion in class – 49 hours
Exercises – 40 hours
Assessment – 3 hours
Total recommended workload – 200 hours
Technology and tools
One project management tool from a leading supplier
Learning material
Updated information on required reading and other learning material is posted per
programme on our electronic learning platform before the semester starts. The information
can also be found on our website.
In addition to literature and other learning material, scheduled teaching and other scheduled
learning activities are part of the syllabus.
Coursework requirements
Possible requirements for coursework are in the making and will be made known in Spring
2017.
Assessment
The form of assessment is in the making and will be made known in Spring 2017.
Assessment criteria
See Learning Outcome
Notes
Westerdals Oslo ACT is undertaking an extensive revision of all study programmes. Courses
will be revised in the 3rd quarter of 2016, in particular the form of assessment and the
relationship between content, progression and assessment.
Adjustments to the course descriptions are to be expected, also regarding assessment.
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