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 programme has truly international participation and is taught entirely in English language.  

Throughout the programme, 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 programme 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 programme, 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. 

Here you can see examples of the main assignment and individual assignments made by our students: https://www.digitalmarketingrbs.nl/course-content-assingments/student-work  

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 programme also features guest lectures delivered by our esteemed external partners and network. Throughout the programme, 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 programme 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 programme 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. 

For more insights about the work students are delivering and the content of the programme, please visit our website:  
www.digitalmarketingrbs.nl 

Video's

hort promotional for Hint: https://www.youtube.com/watch?v=e_M8Amu0zHM&t=13s 

Longer informative: https://www.youtube.com/watch?v=DMqCZ-sdu6k&feature=youtu.be  

Throughout the programme, 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. 

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). 

Digital Marketing: Strategy, Implementation and Practice, D.Chaffey, F. Ellis-Chadwik, 8th edition, ISBN-10 129240096X, Pearson 2022

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. 

Block 1 

Date 

DMM 2025-2026 

Week 1 

 

1 SEPT – 5 SEPT 

Introduction & Kick-offs DMM 

The program starts 2 & 3 & 4 September! 

Introduction to digital marketing 

Week 2 

 

8 SEPT – 12 SEPT 

Digital marketing Fundamentals 

Internal Analysis (Digital Health Check) 

Week 3 

15 SEPT – 19 SEPT 

Audience analysis (personas and customer journey) 

AI & digital marketing 

Week 4 

 

22 SEPT – 26 SEPT 

External analysis (Part 1- Competitors/Partners analysis) 

External analysis (Part 2- Digital Marketing & Technology trends) 

Week 5 

 

29 SEPT – 3 OCT 

Digital Strategy (Objectives and KPI's) 

Data Driven Marketing 

Week 6 

 

6 OCT – 10 OCT 

Online branding & positioning (OVP) 

Content marketing 

Week 7 

 

13 OCT – 17 OCT  

Growth Hacking 

Prototyping & User testing  

 

20 OCT – 24 OCT 

AUTUMN BREAK 

Exam weeks 

27 OCT – 31 OCT 
3 NOV – 7 NOV 

 

Exam week 

Exam week 

Block 2 

 

 

Week 1 

 

10 NOV – 14 NOV 

Kick-off block 2 

Exam feedback 

Week 2 

 

17 NOV – 21 NOV 

Digital marketing mix 

Digital Tactics & Tools (incl. Email marketing)  

Week 3 

24 NOV – 28 NOV 

UX design (CX and UX) 

Digital storytelling  

Week 4 

 

1 DEC – 5 DEC 

Search Engine Marketing (SEA & SEO)  

Social Media Marketing  

Week 5 

 

8 DEC – 12 DEC 

Influencer marketing 

Digital Campaigns 

Week 6 

 

15 DEC – 19 DEC  

Digital selling 

Personal branding  

 

20 DEC – 4 JAN 

 CHRISTMAS BREAK 

Exam weeks 

 

5 JAN – 4 JAN  

12 JAN – 16 JAN  

19 JAN – 23 JAN  

 

Self-study week 

Final DMP assignment 

DIP assignment 

 End of program – 30 January 2026 

The Digital Marketing Minor features two 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. 

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 

Short promotional:: https://www.youtube.com/watch?v=e_M8Amu0zHM&t=13s 

Longer informative: https://www.youtube.com/watch?v=DMqCZ-sdu6k&feature=youtu.be  

Are you a student from another educational institution and you want to take a minor at Rotterdam University of Applied Sciences, you can apply in 2 steps as follows:

1) Register for the minor of your choice via the blue button Enroll. You can find this button at the top right of the minor's page.
Download and fill in the learning agreement
Submit this learning agreement to the Exam Board of your study programme.
Once the Board of Examiners has given its approval, please register for the minor in step 2 no later than 23-05-2025

2) After approval, register in OSIRIS Aanmelding of Rotterdam University of Applied Sciences via the link below (create an account first). https://osiris.hr.nl/osiris_aanmeld_hrprd/WelkomPagina.do?proces=KOM2509&opleiding=MINOR-RBS-VT+00

Part of the registration process is to upload the following documents:
- The learning agreement signed by you and by your institution;
- A scan or photo of your passport or ID card;
You will receive a message from Rotterdam University of Applied Sciences whether your application has been positively assessed or not.

In OSIRIS Aanmelding, you must also upload the Evidence Paid Tuition Fee (BBC) for the academic year in which you want to follow the minor. You can request the BBC from your institution after you have signed or issued an authorization for the payment of the tuition fees for the academic year in which you want to take the minor.

You will receive a message from Rotterdam University of Applied Sciences when your application has been approved.

Join our online introduction

Voorlichting 31-03 16:00 - 16:30

Voorlichting 31-03 17:30 - 18:00

Voorlichting 01-04 17:30 - 18:00