Digital Marketing and Brand Management A1F

<p>The course content reflects the knowledge areas named in the course objectives and provides a comprehensive perspective on digital marketing approaches applied by firms in consumer and business-to-business (B2B) markets.</p><p>The course includes the completion of three case analyses where the students work in groups, an individual reflective diary, and an individual in-depth literature review.&nbsp; The purpose of the three case analyses is to enhance the students’ ability to select and apply relevant theories for analyses, which are synthesized into proposals on ways to develop firms’ digital brand management approaches.&nbsp;&nbsp;</p><p>The reflective diary is included to develop the students' self-directed learning ability. This effect is obtained through systematic documentation of thoughts and reflections in connection with the assignments included in the course. Self-directed learning improves the students' meta cognition, which is a generic capability of great importance for the student’s personal development.&nbsp;</p><p>The purpose of the in-depth literature study is to further the students’ understanding of a thematic area covered during the course. The task develops the students' ability to identify and conceptualize developments within a defined research area. In addition to increasing the students' specific subject knowledge, the literature study provides a generic ability of value for the coming degree project.</p>