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Curriculum 2016-2017 Bachelor in Digital Marketing Faculty of Communication 1 1 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 2 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. 3 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. 4 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 4 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 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 5 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 6 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 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. 7 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 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 8 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 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 9 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 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 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 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 10 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. 11