Digital Marketing
The Digital Marketing Minor at Rotterdam Business School is designed to equip you with the knowledge and skills required to navigate the rapidly evolving digital landscape and harness the power of the internet and artificial intelligence (AI) for business success. You will gear yourself with wide range of digital marketing knowledge and skills, both on strategic and application level.
The minor is part of the International Business programme, and it is offered to students across Rotterdam University of Applied Sciences, other higher education institutions in the Netherlands and partner institutions abroad. Exchange students are major part of the minor as well. This program has truly international participation and is taught entirely in English language.
Throughout the program, you will have the opportunity to explore your interests and develop a personalized digital portfolio showcasing your expertise. You can select from a diverse range of individual assignments that will enhance your knowledge and enable you to apply various digital marketing theories and tools. These possibilities include developing a personal portfolio website, exploring web design, blogging, engaging in social media marketing, venturing into SEM (SEO & SEA), crafting engaging content, mastering email marketing, prototyping digital solutions, immersing yourself in digital marketing simulations, conducting research projects, and more.
The main assignment for the minor is the consultancy project, where you are going to develop a digital marketing plan for an international-oriented organization of your choice. You can also start-up your own company and develop the digital presence and strategy for it. You will also take part in developing workshops and learning labs on different digital marketing topics. You will be developing strategic digital marketing skills, which are widely sought on the job market.
The program is enriched by a diverse panel of guest speakers and practitioners from leading digital marketing organizations, providing you with valuable insights and real-world perspectives from industry experts. Many of our alumni work in digital business, and present great networking possibilities for your future internship or job.
To thrive in this dynamic program, we expect from you a commitment to excellence, a proactive mindset, a passion for learning, a willingness to share knowledge, creativity, collaborative spirit, and a professional attitude.
For impression about the minor see this video made by the digital marketing minor students.
(foto)
Certifications
Obtaining certifications is an integral part of the minor, paving the way for becoming a certified digital marketer, a highly desired skill by the job market. Two mandatory certifications that students must complete during the program are the Fundamental of Digital Marketing & Google Analytics 4. Additionally, students are encouraged to pursue further certifications from renowned training providers like HubSpot, Google, Microsoft, Codeacademy, and various other instructors. A comprehensive selection of certification options can be found on our website: https://www.digitalmarketingrbs.nl/certifications
Guest lectures
The program also features guest lectures delivered by our esteemed external partners and network. Throughout the program, students will be exposed to a diverse range of guest lectures from experienced professionals in the digital marketing field, covering topics such as SEO/SEA, Google Analytics, UX design, content strategy, social selling, storytelling, growth hacking, digital campaigns, emerging technologies, and more. These guest lectures provide valuable insights and practical knowledge from industry experts, enriching the learning experience.
The program regularly welcomes guest speakers from a distinguished array of organizations, including Google, DotControl, LeadToday, CoolBlue, Adidas, 3M, B-Corps, Unilever, Philips, Exact, Nationale-Nederlanden, Mirabeau, DEPT, Sprinklr, Neurofied, and many more. These guest speakers bring invaluable industry experience and insights to the learning experience, sharing their expertise with students and fostering a connection between academia and the professional world.
Additionally, alumni of the program actively participate in the training, contributing their knowledge and experiences to enhance the overall learning experience for current students. This ongoing dialogue between students, industry professionals, and alumni creates a dynamic and enriching learning environment that prepares students for successful careers in digital marketing.
Here you can read further about the content of the minor: https://www.digitalmarketingrbs.nl/course-content
More information
For more insights about the work students are delivering and the content of the program, please visit our website:
www.digitalmarketingrbs.nl
Leerdoelen
Throughout the program, you will have the opportunity to explore your interests and develop a personalized digital portfolio showcasing your expertise. You can select from a diverse range of individual assignments that will enhance your knowledge and enable you to apply various digital marketing theories and tools. These possibilities include developing a personal portfolio website, exploring web design, blogging, engaging in social media marketing, venturing into SEM (SEO & SEA), crafting engaging content, mastering email marketing, prototyping digital solutions, immersing yourself in digital marketing simulations, conducting research projects, and more.
The main assignment for the minor is the consultancy project, where you are going to develop a digital marketing plan for an international SME organization of your choice. You can also start-up your own company and develop the digital presence and strategy for it. You will also take part in developing workshops on different digital marketing topics.
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
Programme & time allocation
The Digital Marketing Minor is offered in a single semester divided into two blocks. Classes, workshops, and guest lectures are conducted over two days – Wednesdays and Thursdays. Consultation sessions are held on a separate day, depending on the availability of the consultants. Overall, students spend 2.5 days a week at school, amounting to approximately 15 hours of in-class activities. The remaining time, around 15 hours per week, is dedicated to self-study, team meetings, and working on the main and individual assignments.
The minor is offered two times a year: September to February (semester 1) & February to July (semester 2)
Schedule for Fall Semester - 3 September 2024 to 31 January 2025
Block 1
Date
DMM 2020-2021
Week 1
02/09 - 06/09
Introduction & Kick-offs DMM
The program starts on 3, 4 and 5 September with three kick-off days!
Week 2
09/09 - 13/09
Introduction to digital marketing
Internal Analysis (Digital Health Check)
Week 3
16/09 - 20/09
External analysis (Online marketplace)
Audience analysis (personas and customer journey)
Week 4
23/09 - 27/09
Data Driven Marketing
Prototyping & User testing
Week 5
30/09 - 04/10
Digital Marketing & Technology trends
Digital Strategy (Objectives and KPI's)
Week 6
07/10 - 11/10
Online branding & positioning (OVP)
Content marketing
Week 7
14/10 - 18/10
AI & digital marketing
Growth Hacking
Exam weeks
21/10 - 25/10
Study week
Break
28/10 - 1/11
Autumn break
Exam weeks
04/11 - 08/11
No central lectures
Feedback sessions on individual assignments and projects
Block 2
Week 1
11/11 - 15/11
Kick-off block 2
Exam revision week
Week 2
18/11 - 22/11
Digital marketing mix
Digital Tactics & Tools (incl. Email marketing)
Week 3
25/11 - 29/11
Search Engine Marketing (SEA & SEO)
Social Media Marketing
Week 4
02/12 - 06/12
Digital storytelling
UX design (CX and UX)
Week 5
09/12 - 13/12
Influencer marketing
Digital Campaigns
Week 6
16/12 - 20/12
Digital selling
Affiliate marketing
Break
23/12 - 27/12
30/12 - 03/01/25
Christmas break
Week 7
06/01/25 - 10/01/25
Online personal branding
Exam weeks
13/01/25 - 17/01/25
20/01/25 - 24/01/25
27/01/25 - 31/02/25
Exam weeks and feedback
End of program – 31 January 2025
Toetsing
The Digital Marketing Minor features three primary assignments that are meticulously designed to bridge the gap between theoretical knowledge and practical application. These assignments provide students with hands-on experience in various aspects of digital marketing, fostering their ability to translate theoretical concepts into real-world strategies and campaigns.
Digital Marketing Plan (DMP): This assignment serves as the core of the consultancy project, challenging students to develop a comprehensive digital marketing strategy for an existing SME (Small to Medium-sized Enterprise). The plan encompasses website and channel redesign, campaign creation, and prototyping, guided by weekly consultations from one of the lecturers. This collaborative project is completed in teams of three students.
Individual Assignment (IA): Students have the flexibility to choose from a diverse range of individual assignments tailored to their interests and skill development goals. These options include website development, blog creation, interactive digital marketing simulations like MimicPro – Digital Marketing and Digital Marketing Analytics, practical tasks like video production, managing the minor website or social media channels, and the opportunity to switch to a different individual assignment every block.
Workshop: This assignment takes a unique approach, transforming the classroom into a flipped learning environment where students become the trainers. Each block, a team of students prepares and presents a workshop to share their knowledge on pertinent digital marketing topics with their peers and instructors. These workshops are designed to be engaging and innovative, reflecting the topic of the week. Additionally, the team conducts in-depth research on the chosen topic and presents their findings in a research paper.
Note: Comprehensive descriptions and instructions for all assignments are provided in the Course Handbook, accessible upon enrolment in the course.
Aanvullende informatie
Costs
The Marketing simulation games will cost 70 euro per game. You can choose to play the game, but it is not a compulsory element. Further information about the two simulation games – MimicPro Fundamentals of Digital Marketing & Marketing Analytics, you can find here: https://www.stukent.com/mimic-simulations
For more insights about the work students are delivering and the content of the program, please visit our website:
www.digitalmarketingrbs.nl
Voorlichting 2 april 16:00 - 16:30
Voorlichting 2 april 16:45 - 17:15
Voorlichting 2 april 17:30 - 18:00
Voorlichting 3 april 16:00 - 16:30