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The course ran as normal with no significant issues. Students generally attended class and had good questions along the way. Students did indicate that they appreciated the course project. I asked several times for a reference group, but no one joined. Therefore, there is no report from students.

Students course projects reflected good insight and an appropriate amount of work.

NTNU:TIA:REST

Department of International Business

Institutt for internasjonal forretningsdrift

Alle trykte og skrevne

Engelsk

Faglig innhold

Digital Marketing Innovation 

Økonomi og administrasjon

Master i økonomi og administrasjon

NTNUs Entreprenørskole - masterstudium i entreprenørskap (2-årig)

Finansiell økonomi - masterstudium

Master in International Business and Marketing

Entreprenørskap - masterstudium

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Faget bestod av 8 forelesninger gjennomført av faglerere. Disse forelesningene ble bygget opp rundt kapitlene i læreboken, og ble holdt først i semesteret. Mot slutten hadde vi to gjesteforelesninger innenfor tema som var spesielt relevante.  Kurset har ikke arbeidskrav, men studentene ble gitt mulighet til å presentere eksamensoppgaven som en poster på en poster-sesjon i andre halvdel av semesteret. Her fikk studentene tilbakemeldinger fra foreleserne og fra medstudenter. Dette ble tatt godt imot.  Eksamen ble levert som semesteroppgave i grupper, hvor de skulle utarbeide en digital markedsføringsplan basert på rammeverket (sostac) som ble gjennomgått i forelesningene. Studentene fikk selv velge en bedrift de tok utgangspunkt i.  Faget er relativt praktisk rettet, og er godt linket til næringslivet både gjennom eksamensoppgaven og gjennom gjesteforelesningene. Studentene er motiverte og godt kvalifiserte for faget, og hadde en god sammensetning av innvekslingsstudenter og interne studenter.  Neste gang faget kjøres, vurderes det å knytte forelesningene enda tettere opp mot de ulike bolkene i sostac-rammeverket. Dette vil gjøre det enklere å få til en «rød tråd» gjennom semesteret, og forhåpentligvis også gi studentene et enda bedre grunnlag for å gjøre eksamensinnleveringen.

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IN GENERALThe course has an applied approach, where the students are expected to develop a digital marketing plan for a company of their choice. The course offers a combination of lectures focusing on relevant theories and frameworks given by the two lecturers, guest lectures given by companies that are successful with their digital marketing strategies, and group work where students develop a digital marketing strategy. LEARNING OUTCOMEThe learning outcome is relevant and updated and is available to the students on NTNUs webpages. There were no changes to the learning outcomes this semester:  Knowledge-       Have knowledge of terminology within the field-       Have in-depth knowledge of central theories and methodology within the field-       Understand the use of digital tools in marketingSkills-       Be able to contribute actively when elaborating innovation strategies for digital marketing-       Be able to understand data-driven marketing information and plan digital marketing strategies-       Able to visualize and argue for market challenges within a corporate strategic contextGeneral competence-       Be capable of using knowledge from within the field in different contexts-       Have the ability to contribute to innovation and development of digital marketing strategies TEACHING AND LEARNING ACTIVITIESThe course has offered a combination of learning activities. The two lecturers have given lectures where relevant theories and frameworks have been presented, doing half of the lectures each. In addition, several guest lecturers have been invited. The guest lecturers provide good examples of how digital marketing and the frameworks and theories presented in class are used in practice. Most of the lectures have been given as a hybrid format, where the students could choose between showing up in the classroom, follow the lecture live online, and/or watching the video-recorded lecture afterwards. In addition, a poster-presentation was arranged, where the students presented their exam-paper to the lecturers as well as to some of the guest lecturers (practitioners). This session was set up one month before the submission deadline, giving the students a chance to get useful feedback for improving their paper. EXAMThe grade is entirely based on their exam paper. The assignment was to set up a digital marketing plan for a company, applying the key framework presented by the lecturers. The exam paper was to be written in groups of up till 3 students.

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Students were generally satisfied with the course, with high ratings in a course survey (see attached). Students also mentioned that they thought the course was " well adapted to the Covid-situation" and one student even noted "this course is one of the best courses that I had in my master's program." Areas for improvement include improving feedback on course work/projects and requirements, more practical discussions and an assignment to cover the later part of the course.

There were no changes to the learning outcomes: KNOWLEDGE  Have knowledge of terminology within the field Have in-depth knowledge of central theories and methodology within the field Understand the use of digital tools in marketingSKILLS  Be able to contribute actively when elaborating innovation strategies for digital marketing Be able to understand data-driven marketing information and plan digital marketing strategies Able to visualize and argue for market challenges within a corporate strategic contextGENERAL COMPETENCE  Be capable of using knowledge from within the field in different contexts Have the ability to contribute to innovation and development of digital marketing strategies

Students felt that the the lectures, tests, and assignments complemented each other well and that the course was very helpful in their progress toward their overall degree. Some suggestions included adding "some mandatory work that focuses on the last half of the course" and that "course could be more interesting if more practical aspects were included".

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Quality of the course, as evaluated by the course coordinator: <ul><li>This was the first time this course ran in a new format and it worked well, including lectures, course content and guest lecturers</li><li>There was some dislike for the exam format from students and I agreed with them (course project + exam).</li><li>Students would like more connection to local business</li><li>Students asked for more focus on a couple of particularly interesting topics</li></ul> Action plan. Measures with responsibilities to follow up and deadline for completion of such: <ul><li>Given the topic of this course, it is more important that the exam focus on students expanding knowledge of a growing field Therefore, I’ve switched to 100% project grade for the course, which is also inline with student wishes.</li><li>Will try to connect the course project exam to existing local businesses</li><li>Will expand on topics students found particularly interesting</li></ul>

KNOWLEDGE • Have knowledge of terminology within the field• Have in-depth knowledge of central theories and methodology within the field• Understand the use of digital tools in marketing SKILLS • Be able to contribute actively when elaborating innovation strategies for digital marketing• Be able to understand data-driven marketing information and plan digital marketing strategies• Able to visualize and argue for market challenges within a corporate strategic context GENERAL COMPETENCE • Be capable of using knowledge from within the field in different contexts• Have the ability to contribute to innovation and development of digital marketing strategies

Alle trykte og håndskrevne hjelpemidler tillatt. Alle kalkulatorer tillatt.

Ingen hjelpemidler tillatt.

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Digital Marketing Innovation - AI521516