(Start date minor:  31/08/2026) 

The AI-driven Digital Marketing Minor at Rotterdam Business School is designed to equip you with the knowledge and skills required to navigate the rapidly evolving digital marketing landscape and harness the power of the internet and artificial intelligence (AI) for business success. You will gear yourself with wide range of AI, 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 and other higher education institutions in the Netherlands and abroad. This program truly international 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 and AI theories and tools.

This AI-driven Digital Marketing minor is designed to equip students with the skills and expertise required to excel in the dynamic role of a digital marketing strategist. Through a comprehensive curriculum that encompasses both strategic and practical aspects of digital marketing and AI applications, students will gain the ability to research, conceptualize, implement, and evaluate effective digital marketing products that drive business growth and achieve marketing objectives.

During the semester, students will have the opportunity to immerse themselves in real-world scenarios by working on assignments related to digital marketing for their chosen real company, or starting their own business and developing a comprehensive digital strategy and presence for it. This hands-on approach will provide students with valuable practical experience and foster their ability to apply theoretical knowledge in real-world business settings.

Additionally, students will actively share their expertise and insights through collaborative projects, helping to build a vibrant and interactive learning community rooted in knowledge exchange and co-creation. They will develop advanced GenAI prompting skills, using structured methodologies that ensure their academic work and professional practice are rigorous, reliable, and ethically responsible.

Throughout the program, students will have the opportunity to explore their interests and develop a personalized digital portfolio showcasing their expertise. They will learn and explore diverse aspects of digital marketing, including: developing a personal portfolio website, web design, blogging, social media marketing and SEM (SEO & SEA), crafting professional GenAI prompts, engaging content, email campaigns and simulation games.

The content of the program is based on a balanced combination of digital marketing and strategic marketing management theories and topics. AI in marketing has a prominent application in this minor, where you learn prompt design and will be using variety of AI tools for your work.

Here you can see the content in greater detail: https://www.digitalmarketingrbs.nl/course-content

Note: Are you an external student?
Then you must first obtain permission from your own study program in order to take this minor.

Want to apply?
Then check the learning agreement for the next steps you need to follow.

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). 

Additional information

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

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, usually on Wednesday and Thursday. Consultation sessions are held on a separate day, depending on the availability of the consultants. Overall, students spend 2-2.5 days a week at school, amounting to approximately 15 hours of in-class activities. The remaining time, other  15 hours per week, is dedicated to self-study, team meetings, and working on the main and individual assignments.

The Digital Marketing Minor features two primary assignments that are 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 – 8 ECs): 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, campaigns creation, email marketing and prototyping, guided by weekly consultations from one of the lecturers. This collaborative project is completed in teams of four students.

Digital Individual Portfolio (DIP – 7 ECs): Students have the flexibility to choose from a diverse range of individual assignments tailored to their interests and skill development goals. Some choices include: developing a comprehensive personal portfolio website, crafting professional blogs, Social Media Marketing content creation and working with our minor website, and two digital marketing simulation games - Digital Marketing and Digital Marketing Analytics.

Part of your portfolio will be certification on diverse marketing topics, and active participation and reflection on the guest presentations that take place during the minor.

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, Code academy, 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 presentations from experienced professionals in the digital marketing field from the Netherlands and abroad, covering topics such as AI in marketing, SEO/SEA, Google Analytics, UX design, Content strategy, Social media marketing, Storytelling, Growth hacking, Influencer marketing, digital campaigns, emerging technologies, and more. These guest lectures provide valuable insights and practical knowledge from industry experts, enriching the learning experience.

Costs

No additional costs charged by the Minor, unless if you choose a simulation game as your individual assignment. 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 content of the program, the work students are delivering and impressions, please visit our website:  www.digitalmarketingrbs.nl

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

 

APPLICATION PROCESS (KOM)

Are you a student from another educational institution and would you like to follow a minor at Rotterdam University of Applied Sciences? If so, you must apply in two steps:

 

Step 1
Register for the minor of your choice via the blue Apply button. You can find this button at the top right of the minor’s page.
Download the learning agreement and complete it.
Submit this learning agreement to the examination board of your study programme.
Once the examination board has granted approval, register for the minor in Step 2 no later than 01-07-2026 at 9:00 a.m.

Step 2
After approval, register via OSIRIS Application of Rotterdam University of Applied Sciences using the link below (first create an account).

https://osiris.hr.nl/osiris_aanmeld_hrprd/Welkom.do?proces=KOM2609&opleiding=MINOR-RBS-VT 00

Part of the application process is uploading 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 be informed by Rotterdam University of Applied Sciences whether your application has been approved.

In OSIRIS Application, you must also upload the Proof of Paid Tuition Fee (BBC) for the academic year in which you wish to follow the minor. This can be done from 01 May 2026 onwards. You can request the BBC from your institution after you have signed or issued an authorization for the payment of the tuition fee for the relevant academic year. You may also choose the option for your institution to send the BBC directly to collegegeld@hr.nl.

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

 

Minor Choice Week | 2–5 March 2026

Online minor information sessions
Attend an online information session for this minor! View the programme and register here.

Minor fair
This minor will be present at the minor fair. Will you join us? View the programme and register here.
Date: Thursday, 5 March 2026
Time: 4:00–7:30 p.m.
Location: Kralingse Zoom