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.
Learning formats
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 Google Analytics 4. 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 & Customer journeys
Content marketing
Digital campaigns and storytelling
Content mapping & Touch Points
Online branding and OVP (online value proposition)
Growth Hacking
(SEO & SEA) / Google Analytics
Prototyping
AI in marketing
Social selling
Influencers marketing
Emerging technologies
Social media marketing
Data driven marketing
Personal digital brand
Here you can read further about the content of the minor: https://www.digitalmarketingrbs.nl/course-content
For more insight see the videos made by the Digital marketing minor students below and well as visit our website:
www.digitalmarketingrbs.nl
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 practical 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
2.5 days per week of contact hours and the rest of the time is self-work.
The minor is offered two times a year: September to February (semester 1) & February to July (semester 2)
Schedule for Semester II – 7 February 2024 to 28 June 2024
Block 1
Date
DMM 2023-2024
Week 1
5-9 FEB
Introduction & Kick-offs DMM
The program starts 7 February with a kick-off!
Week 2
12-16 FEB
Introduction to digital marketing
Internal Analysis (Digital Health Check)
Week 3
19-23 FEB
External analysis (Online marketplace)
Audience analysis (personas and customer journey)
26 FEB - 1 MAR
Autumn break
Week 4
4-8 MAR
Data Driven Marketing
Prototyping & User testing
Week 5
11-15 MAR
Digital Marketing & Technology trends
Digital Strategy (Objectives and KPI's)
Week 6
18-22 MAR
Online branding & positioning (OVP)
Content marketing
Week 7
25-29 MAR
AI & digital marketing
Growth Hacking
Exam weeks
1-5 APR
8-12 APR
No central lectures
Feedback sessions on individual assignments and projects
Block 2
Week 1
15-19 APR
Kick-off block 2
Exam revision week
Week 2
22-26 APR
Digital marketing mix
Digital Tactics & Tools (incl. Email marketing)
29 APR - 3 MAR
SPRING BREAK
Week 3
6-10 MAY
Search Engine Marketing (SEA & SEO)
Social Media Marketing
Week 4
13-17 MAY
Digital storytelling
UX design (CX and UX)
Week 5
20-24 MAY
Influencer marketing
Digital Campaigns
Week 6
27-31 MAY
Digital selling
Affiliate marketing
Week 7
3-7 JUNE
Online personal branding
Exam weeks
10-14 JUNE
17-21 JUNE
24-28 JUNE
Exam weeks and feedback
End of program – 28 June 2024
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. This project is done in team of 3 students.
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