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Digital Marketing

Welcome to the Digital Marketing Minor of the fourth year fall semester IBMS programme.

This minor Digital Marketing is designed to prepare you for the requirements and changes brought by the digitalization of life and the impact of the Internet on business and marketing. You will gear yourself with wide range of digital marketing knowledge and skills, both on strategic and application level.

During this minor you get the opportunity to focus on your own chosen individual assignments related to digital marketing and share it with your fellow students. The main assignment for the minor is the consultancy project, where you are going to develop a digital marketing plan for a company of your choice or you can also start your own company and develop the digital presence and strategy for it. You will also work in a team and develop a workshops on different digital marketing topics.

We are going to share knowledge and experiences and many guest lectures and practical trainings will be offered to inspire you. We expect from you: full dedication, pro-activeness, own initiatives, eagerness to learn, and willingness to share knowledge, creativity, co-creation and a professional attitude. 

For more insights see this video made by the Digital marketing minor students.

Learning formats

Central lectures & Workshops

Not only teachers are expected to contribute to the central lectures, the teams will also play an active role. With the team assignments students will be challenged to research digital marketing topics, trends and best practices and present their findings during a workshop. Last but not least, the central lectures will provide you with the knowledge necessary for the consultancy projects and the digital strategies of the companies. The teams are encouraged to share and discuss their experience and create a collective learning process. Issues, problems or breakthroughs will be addressed and all teams can use the ‘wisdom of the crowd’ to counter roadblocks in their projects.

Individual assignments

You will be able to choose from variety of assignments based on what suits you best and which direction you prefer to develop your skills – you can chose form a website development, writing a blog or playing our digital marketing game MimicPro! You can also work on a practical assignment as video making, working with the minor website or the social media chnnels.

Certifications

Intrinsic part of the minor is obtaining certifications and becoming a certified digital marketer. The compulsory certifications are Digital Google Garage and Digital Analytics for Beginners. Students are encouraged to obtain more certifications from our partnering providers as Hubspot, Google, Microsoft and other diverse trainers. A selection of certification options can be seen on our website www.digitalmarketingrbs.nl

Guest lectures
Intrinsic part of the training are the guest lectures delivered by our external partners and network. Each block many diverse guest lectures from the digital marketing work field will be offered to the students - SEO/SEA, Google Analytics, UX design, Content strategy, Social selling, Storytelling, Growth hacking, Google Digital Workshop and more trainings provided by Google and partners and other leading organizations.

Some great guest lectures have been given by the following companies: Google, RockBoost, Orange Valley, LeadToday, CoolBlue, Adidias, 3M, B-Corps, Unilever, Philips, Exact, Nationale-Nederlanden, Mirabeau, DEPT and many others. Alumni of the minor are also an active part in the training. 

Content: theories, topics and models

During this program the theories will be based on a balanced combination of digital marketing and marketing management theories and topics. Here is an example of these:

Digital Marketing Fundamentals

Email marketing

UX & CX design

Digital Marketing Planning (RACE) & SOSTAC

Viral marketing (WOMM)

Web design

Digital Personas

Content marketing

Digital campaigns and storytelling

Online Journeys and Touch Points

Affiliate Marketing

Growth Hacking

Search Engine Marketing (SEO & SEA)

Digital Marketing Metrics & KPIs

5S models

Social media marketing

Google Analytics

Personal digital brand

Literatuur

Digital Marketing: Strategy, Implementation and Practice, D.Chaffey, F. Ellis-Chadwik, R. Mayer, K. Johnson, 6th edition, ISBN-13 9781292077611, Pearson 2016

http://catalogue.pearsoned.co.uk/educator/product/Digital-Marketing/9781292077611.page

Toetsing

The Digital Marketing Minor has three main assignments which are specifically designed to help the students bring marketing theories into practice.

Digital Marketing Plan (DMP)
The development of a digital marketing plan is part of the consultancy project. Every student or sometimes pair of students will have an opportunity to develop and suggest a digital marketing strategy, web (re)design and a campaign for an existing company of their choice. Consultation will be provided by one of the lecturers on a weekly basis, to help guide the students throughout the whole process and project.

Individual Assignment (IA)
Students can choose to work on an individual assignment of their preference, including: digital marketing task (limited and must be assigned), website development, writing a blog or playing our online simulation digital marketing game - MimicPro. Students can chose a different individual assignment every block.

Workshop
Workshop is an assignment for a team of students. Every block, the team will initiate a workshop to exchange knowledge with the fellow students and the teachers. Each workshop must be related to the digital marketing topic of the week and may be carried out in a uniquely creative style. Along with that the team will explore the topic in an in-depth research paper.
Note: full descriptions and instructions of the assignments are provided in the course handbook, which can be accessed after enrolment to the course.