Kies op maat

Inloggen Menu

Digital Marketing

This minor Digital Marketing aims to prepare the students for the role of a strategic digital marketeer. The students will gear themselves with wide range of digital marketing knowledge and skills, both on strategic and application level. During the semester students get the opportunity to focus on their own chosen company and assignments related to digital marketing and share it with their fellow students. Students can also start up their own company and develop the complete digital strategy and presence of their company online.

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 to develop 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.

Central lectures & Workshops

The central lectures will provide you with knowledge on diverse digital marketing topics, which directly relate to your main assignment – the digital marketing plan (DMP). The DMP is discuss during the consultancy hours where 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.

Not only teachers are expected to contribute to the central lectures, the teams will also play an active role. Students will be challenged to research digital marketing topics, trends and best practices and present their findings during an interactive workshop.

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, Creating a Blog or playing our digital marketing simulation games MimicPro – Digital Marketing and Digital Marketing Analytics! You can also work on a practical assignment as video making, working with the minor website or the social media channels.

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 https://www.digitalmarketingrbs.nl/certifications .

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, Digital campaigns, Emerging technologies and more trainings provided by our partners and many 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

The content of the program is based on a balanced combination of digital marketing and strategic marketing management theories and topics.

Digital Marketing Fundamentals

Email marketing

UX & CX design

Digital Marketing Planning (RACE) & SOSTAC

Digital marketing objectives and KPIs

Web design

Personas

Content marketing

Digital campaigns and storytelling

Online Journeys and Touch Points

Affiliate Marketing

Growth Hacking

 (SEO & SEA) / Google Analytics

Prototyping

AI in marketing

Social selling

Influencers marketing

Emerging technologies

Social media marketing

Creative thinking

Personal digital brand

Here you can read further about the content of the minor: https://www.digitalmarketingrbs.nl/course-content

 

Leerdoelen

This minor Digital Marketing aims to prepare the students for the role of a strategic digital marketeer. The students will gear themselves with wide range of digital marketing knowledge and skills, both on strategic and application level. During the semester students get the opportunity to focus on their own chosen company and assignments related to digital marketing and share it with their fellow students. Students can also start up their own company and develop the complete digital strategy and presence of their company online.

Ingangseisen

The minor is intended for 4th year students of RBS, 3rd or 4th year students of partner universities and other economic/business management programs of applied universities. The following students can be admitted: students who successfully completed courses of Marketing and/or International Business Management within their applied university program.

Level of English must be CEFR level B2.

IBC skills (presentation and report writing).

Literatuur

Rooster

The minor is offered two times a year: September to February (semester 1) & February to July (semester 2)

Schedule for Semester 2 – 8 February to 1 July 2023

Block 1

Date

DMM 2020-2021

Week 1

 

06/02 - 10/02

Introduction & Kick-offs DMM

The program starts on February 8 and February 10 with a kick-off!

(12 noon – 17.00 h)

 

Week 2

 

13/02 - 17/02

Introduction to digital marketing

Internal Analysis (Digital Health Check)

 

Week 3

20/02 - 24/02

External analysis (Online marketplace)

Audience analysis (personas and customer journey)

 

 

27/02 - 03/03

Spring break

Week 4

 

06/03 - 10/03

Data Driven Marketing 

Prototyping & User testing

 

Week 5

 

13/03 - 17/03

Digital Marketing & Technology trends 

Digital Strategy (Objectives and KPI's)

 

Week 6

 

20/03 - 24/03

Online branding & positioning (OVP)

Content marketing

 

Week 7

 

27/03 - 31/03

AI & digital marketing

Growth Hacking 

 

Exam weeks

03/04 - 07/04

10/04 - 14/04

No central lectures

Feedback sessions on individual assignments and projects

Block 2

 

 

Week 1

 

17/04 - 21/04

Kick-off block 2

Exam revision week

 

Week 2

 

24/04 - 28/04

Digital marketing mix

Digital Tactics & Tools (incl. Email marketing) 

 

 

01/05 - 05/05

May break

Week 3

08/05 - 12/05

Search Engine Marketing (SEA & SEO)

Social Media Marketing

 

Week 4

 

15/05 - 19/05

Digital storytelling

UX design (CX and UX)

 

Week 5

 

22/05 - 26/05

Influencer marketing

Digital Campaigns

 

Week 6

 

29/05 - 02/06

Digital selling

Affiliate marketing

 

Week 7

 

05/06 - 9/06

Online personal branding

Exam weeks

 

12/06 - 16/06

19/06 - 23/06

26/06 - 30/06

Exam weeks and feedback

 

End of program – July 1

 

2.5 days per week of contact hours and the rest of the time is self-work.

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. Students will have an opportunity to develop a digital marketing strategy, to (re)design the website and channels, to create campaigns and prototypes for an existing company of their choice (SME). 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: Website development, Creating a Blog or playing our digital marketing games MimicPro – Digital Marketing and Digital Marketing Analytics! You can also work on a practical assignment as video making, working with the minor website or the social media channels. Students can chose a different individual assignment every block.

Workshop
Workshop is an assignment for a team of students where we are going to flip the classroom and the students will become the trainers. Every block, the team will prepare and present a workshop to exchange knowledge on relevant topics 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. 

Aanvullende informatie

For more insight see the videos made by the Digital marketing minor students below and well as visit our website:
www.digitalmarketingrbs.nl