Facts and figures
The programme at a glancePart of School
Programme information
What to expectAbout the programme
The Digital Marketing minor 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.
Throughout the programme, you will have the opportunity to explore your interests and develop a personalised 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 organisation 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 organisations, 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.
For impression about the minor see this video made by former Digital Marketing students.
Method
The way we work within this programme:
- Central lectures
- Individual assignments - websites, blogs, simulation games and more.
- Certifications
- Guest lectures
NOTE: this programme is delivered 100% on location. Some lectures and guest lectures may take place online.
Type of assessment
You will have to make different assignments (DMP - digital marketing plan (7 EC) & DIP – digital individual portfolio (8PM) which are specifically designed to help you to bring marketing theories into practice.
Learning outcomes
If you have successfully completed this exchange programme then you are able to:
- Understand the scope and practice of digitial marketing and AI in the context of the business world;
- Relate digital marketing strategy to (multichannel) marketing and business strategy;
- Optimise the digital marketing multi-channels and omni-channels;
- Understand and apply the RACE digital framework for digital planning and setting digital strategies;
- Understand the 5s model and its implications on setting up strategic goals, objectives and KPIs;
- Design succesful digital marketing strategies and marketing mixes, using the most recent digital marketing tools and techniques;
- Develop digital marketing presence online and create succesful communication plans and campaigns;
- Learn and apply diverse methodologies for GenAI usage and prompt enigineering
Calendar
Fall 2025 semester
|
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
|
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 |
Classes, workshops, and guest lectures are conducted over 2-3 days – Tuesdays, Wednesdays and Thursdays. 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.
Awarding
After completing your exchange programme at Rotterdam University of Applied Sciences, you will receive a:
- Transcript of records
- Cumpulsory certification for Fundamental of Digital Marketing
- Cumpulsory certification for Google Analytics 4
Additionally, students are encouraged to pursue further certifications from renowned training providers like HubSpot, Google, Microsoft, Codecademy, and various other instructors. A comprehensive selection of certification options can be found on the Digital Marketing minor website.
Course related questions?
For course related questions, please contact Ms. Tanya Dimitrova (content representative/programme coordinator) and Ms. Tineke van der Gaast (International Academic Coordinator, Rotterdam Business School).
Subjects
An indication of the subjects you can expect
Block 1
-
Digital Marketing Plan I (7 ECTS)
Digital Marketing Plan I (7 ECTS)
Topics
A major part of this minor is the Digital Marketing Plan, where students will develop a digital marketing strategy for a company/organisation of their choice. In teams of three, students will develop a DMP for a real company. The objective of this project is to offer a justified advice and plan on how to improve the company’s current digital strategy, website, digital campaigns and overall digital health. Consultations will be provided by the lecturers on a weekly basis to guide the students and provide feedback throughout the whole project. This project stretches over block 1 and block 2.
Learning materials
Learning outcomes
At the end of this module you can:
- Understand and apply diverse theoretical models and approaches for digital marketing planning.
- Analyse the current digital situation of a given company.
- Evaluate the effectiveness of a range of digital marketing channels.
- Create detailed customer profiles and online journeys based on reach data.
- Use diversity of web analytical tools to evaluate the digital marketing performance of an organisation.
- Formulate SMART digital marketing objectives and KPIs (Key Performance Indicators).
- Optimise the digital marketing strategy of a given company to meet the relevant objectives.
- Create relevant and well-formulated branding and content/engagement digital marketing strategies.
- Professionally uses variety of GenAI tools and designs professional prompts to add value to the marketing strategy analysis.
- Professionally communicate and defend your ideas or solutions for a digital marketing issue and related marketing decisions to the assigned company, fellow students, and lecturers in an individual way as well as a team.
- Demonstrate analytical, critical, and reflective skills in reference to the topics discussed in class.
- Apply knowledge of digital marketing in problem-solving and decision-making.
- Demonstrate research skills needed for digital marketing professionals: construct credible research design; synthesise and organise information from multiple sources; critically evaluate a variety of perspectives on diverse digital marketing topics.
- Apply the necessary knowledge and skills to perform successfully in the digital marketing job market.
Type of assessment
Assignment
Module code
RBSDMM10
-
Digital Individual Portfolio I (8 ECTS)
Digital Individual Portfolio I (8 ECTS)
Topics
Every block students have to choose one preferred individual assignment. Below you can see the different options:
- Website
- Blog
- Mimic Pro & Marketing Analytics simulation games
- A task (limited place and must be assigned)
These tasks are linked to the minor. Students will work on developing and improving a professional product for the minor.
Learning materials
Learning outcomes
At the end of this module you can:
- Create and present professionally a complete digital product/assignment of choice – website assignment, blog assignment, video assignment, social media assignment, DMM WordPress assignment, Simulation games or an international project.
- Craft a professionally made website/blog/social media content/ based on well-justified strategy and KPIs.
- Create detailed customer profiles and online journeys based on reach data.
- Conduct extensive research on up-to-date UX/UI design and web design and technology trends and apply these in their designs.
- Compare and use different CMS systems and web-builder tools to craft professionally made websites, blogs and personal portfolios.
- Design innovative, interactive and creative website/blog concept with well-crafted user experiences, user flows and wireframes, presented on web and mobile pages.
- Apply diverse rich-media content in wide range of formats, that clearly supports the audience needs.
- Optimise the websites and blogs for search engines by applying specific onsite and offsite strategies.
- Uses insights form web-analytical tools and draws strategic conclusions.
- Create tailored blog pages using diversity of formats and approaches.
- Carefully research keyword analysis, and use these in optimisation, content and copy of the pages.
- Use copywriting techniques.
- Professionally use variety of GenAI tools and design professional prompts to increase the value of their work.
- Use diverse video making concepts, approaches and formats, including video making tools as Photoshop and more.
- Professionally present, communicate and defend ideas and solutions for a digital marketing.
- Demonstrate analytical, critical, and reflective skills.
- Apply the necessary knowledge and skills to perform successfully in the digital marketing job market.
- Demonstrate research skills needed for digital marketing professionals: construct credible research design; synthesise and organise information from multiple sources; critically evaluate a variety of perspectives on diverse digital marketing topics.
Type of assessment
Assignment
Module code
RBSDMM11
Block 2
-
Digital Marketing Plan II (7 ECTS)
Digital Marketing Plan II (7 ECTS)
Topics
A major part of this minor is the Digital Marketing Plan, where students will develop a digital marketing strategy for a company/organisation of their choice. In teams of three, students will develop a DMP for a real company. The objective of this project is to offer a justified advice and plan on how to improve the company’s current digital strategy, website, digital campaigns and overall digital health. Consultations will be provided by the lecturers on a weekly basis to guide the students and provide feedback throughout the whole project. This project stretches over block 1 and block 2.
Learning materials
Learning outcomes
At the end of this module you can:
- Create a detailed tactical plan to serve the optimised digital strategy of an organisation.
- Craft unique digital marketing mixes for optimal presence online.
- Design a website using the most recent UX and web design theories.
- Write a detailed SEO plan for an organisation.
- Create detailed social media plan for all relevant channels of an organisation in line with the strategic objectives.
- Develop digital marketing presence online and create relevant communication plans and campaigns.
- Create specific short-term and long-term online campaigns using diversity of tools and channels to produce the desired strategic outcomes.
- Create a video pitch on your digital marketing concept and plan
- Apply creative tools and approaches to design the online presence.
- Professionally use variety of GenAI tools and design professional prompts to add value to the marketing strategy analysis.
- Communicate and defend your ideas or solutions for a digital marketing issue and related marketing decisions to the assigned company, fellow students, and lecturers in an individual way as well as a team.
- Apply knowledge of digital marketing in problem-solving and decision-making.
- Demonstrate analytical, critical, and reflective skills in reference to the topics discussed in class.
- Use the necessary knowledge and skills to perform successfully in the digital marketing job market
- Demonstrate research skills needed for digital marketing professionals: construct credible research design; synthesise and organise information from multiple sources; critically evaluate a variety of perspectives on diverse digital marketing topics.
Type of assessment
Assignment
Module code
RBSDMM12
-
Digital Individual Portfolio II (8 ECTS)
Digital Individual Portfolio II (8 ECTS)
Topics
Every block students have to choose one preferred individual assignment. Below you can see the different options:
- Website
- Blog
- Mimic Pro & Marketing Analytics simulation games
- A task (limited place and must be assigned)
These tasks are linked to the minor. Students will work on developing and improving a professional product for the minor.
Learning materials
Learning outcomes
At the end of this module you can:
- Create and present professionally a complete digital product/assignment of choice – website assignment, blog assignment, video assignment, social media assignment, DMM WordPress assignment, Simulation games or an international project.
- Craft a professionally made website/blog/social media content/ based on well-justified strategy and KPIs.
- Create detailed customer profiles and online journeys based on reach data.
- Conduct extensive research on up-to-date UX/UI design and web design and technology trends and apply these in their designs.
- Compare and use different CMS systems and web-builder tools to craft professionally made websites, blogs and personal portfolios.
- Design innovative, interactive and creative website/blog concept with well-crafted user experiences, user flows and wireframes, presented on web and mobile pages.
- Apply diverse rich-media content in wide range of formats, that clearly supports the audience needs.
- Optimise the websites and blogs for search engines by applying specific onsite and offsite strategies.
- Use insights form web-analytical tools and draw strategic conclusions.
- Create tailored blog pages using diversity of formats and approaches.
- Carefully research keyword analysis, and use these in optimisation, content and copy of the pages.
- Use copywriting techniques.
- Professionally use variety of GenAI tools and design professional prompts to increase the value of their work.
- Use diverse video making concepts, approaches and formats, including video making tools as Photoshop and more.
- Professionally present, communicate and defend ideas and solutions for a digital marketing.
- Demonstrate analytical, critical, and reflective skills.
- Use the necessary knowledge and skills to perform successfully in the digital marketing job market.
- Demonstrate research skills needed for digital marketing professionals: construct credible research design; synthesise and organise information from multiple sources; critically evaluate a variety of perspectives on diverse digital marketing topics.
Type of assessment
Assignment
Module code
RBSDMM13
Practical matters
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