Facts and figures
The programme at a glancePart of School
Programme information
What to expectAbout the programme
Each block many diverse guest lectures from the digital marketing working field will be part of the programme. Intrinsic part of the instruction are trainings delivered by external parties, e.g. SEO/SEA, Google Analytics, UX design, Content strategy, Social selling, Storytelling, Growth hacking, Google Digital Workshop and more trainings provided by Google and partners and other leading organisations.
Some great guest lectures have been given by the following companies: Google, RockBoost, Orange Valley, LeadToday, CoolBlue, Adidias, 3M, B-Corps, Unilever, Philips, Exact, Mirabeau, our own project companies and alumni.
Website
The Digital Marketing exchange programme has its own website about Digital Markerting with more background information.
Method
The way we work within this programme:
- Central (guest) lectures
- Organise your own workshop
- Individual assignments
NOTE: This programme will by delivered in a hybrid form: 40% online / 60% offline on location.
Type of assessment
You will have to make different assignments (digital marketing plan, individual assignments and organise a workshop) 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 the digital marketing 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 successful digital marketing strategies and marketing mixes, using the most recent digital marketing tools and techniques;
- Develop digital marketing presence online and create successful communication plans and campaigns.
Calendar
Awarding
After completing your exchange programme at Rotterdam University of Applied Sciences, you will receive a:
- Transcript of records
- Cumpulsory certification for Digital Google Garage
- Cumpulsory certification for Digital Analytics for Beginners
- MimicPro online simulation game certification (paid) (optional)
Subjects
An indication of the subjects you can expectBlock 1
-
Digital Marketing Individual Assignment I (5 ECTS)
Digital Marketing Individual Assignment I (5 ECTS)
Topics
- ntroduction to digital marketing
- Online marketplace analysis – micro & macro environment
- Online partners, macro-trends and emerging technologies
- Digital marketing strategy (SOSTAC & Situation Analysis
- Online branding & OVP
- AI in marketing
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019
- With Fiona Ellis Chadwick.
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
- Demonstrate in depth knowledge of a digital marketing topic of his/her choice, using academic sources, like journals, state-of-the-art marketing management books, online databases, etc. and examples of best practices;
- Share the newly acquired digital marketing knowledge with the other students in an attractive and effective manner;
- Understand the scope and practice of the digital marketing in the context of the business world;
- Relate digital marketing strategy to (multichannel) marketing and business strategy;
- Analyze and evaluate the performance of the digital channels using analytical models and frameworks.
- Optimize the digital marketing multi-channels and omni-channels;
-
Workshop I (4 ECTS)
Workshop I (4 ECTS)
Topics
- Topics are based on the topics for the Digital Marketing course II or Digital Marketing Plan II.
- Every student chooses a topic from the Digital Marketing course or the Digital Marketing Plan and prepares a workshop on this topic.
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019 .
- With Fiona Ellis Chadwick.
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
The student is able to:
- Prepare and give a workshop on a relevant topic that is related to the topics of the Digital Marketing course or the Digital Marketing Plan;
- Share the newly acquired digital marketing knowledge with the other students in an attractive and effective manner;
- Demonstrate analytical, critical and reflective skills in reference to the topics discussed in class;
- Communicate and defend your ideas or solution for a digital marketing issue and related marketing decisions to the assigned company professionally, fellow students and lecturers in an individual way as well as a team.
-
Digital Marketing Plan I (6 ECTS)
Digital Marketing Plan I (6 ECTS)
Topics
- RACE Framework and Digital Health Check
- Consumer insights - personas and online consumer journey
- Web design – frontend/backend/coding
- Digital marketing strategy (Digital marketing objectives & KPIs & digital metrics)
- Engagement and Content strategy
- Marketing automation / Deep technologies & Blockchains
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019 .
- With Fiona Ellis Chadwick.
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
- Have a structured approach by for instance using diverse theoretical models, to tackle an international digital marketing management problem, which will lead to a value-delivering-solution, which is based on solid marketing research;
- 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;
Block 2
-
Digital Marketing Individual Assignment II (5 ECTS)
Digital Marketing Individual Assignment II (5 ECTS)
Topics
- Digital marketing mix
- Search Engine Marketing (SEO, PPC)
- Digital story telling
- Growth Hacking
- Influencers marketing
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019 .
- With Fiona Ellis Chadwick
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
- Develop digital marketing presence online and create successful communication plans and campaigns;
- Professionally communicate and defend your ideas or solution 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;
- Have insight in marketing and digital marketing job positions and required knowledge, skills and other competencies;
-
Workshop II (4 ECTS)
Workshop II (4 ECTS)
Topics
- Topics are based on the topics for the Digital Marketing course II or Digital Marketing Plan II.
- Every student chooses a topic from the Digital Marketing course or the Digital Marketing Plan and prepares a workshop on this topic.
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019 .
- With Fiona Ellis Chadwick.
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
The student is able to:
- Prepare and give a workshop on a relevant topic that is related to the topics of the Digital Marketing course or the Digital Marketing Plan;
- Share the newly acquired digital marketing knowledge with the other students in an attractive and effective manner;
- Demonstrate analytical, critical and reflective skills in reference to the topics discussed in class;
- Communicate and defend your ideas or solution for a digital marketing issue and related marketing decisions to the assigned company professionally, fellow students and lecturers in an individual way as well as a team.
-
Digital Marketing Plan II (6 ECTS)
Digital Marketing Plan II (6 ECTS)
Topics
- Digital marketing tools (online advertisement & email marketing)
- Social media marketing
- Delivering the online customer experience & UX design & Personalization & Service design
- Campaign planning for digital media
- Personal brand online
Learning materials
- Digital Marketing: Strategy, Implementation and Practice, 7th edition, 2019 .
- With Fiona Ellis Chadwick.
- Also various online sources – Google, Hubspot, Stukent and more
Learning outcomes
- Design successful digital marketing strategies and marketing mixes, using the most recent digital marketing tools and techniques;
- Professionally communicate and defend your ideas or solution 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;
- Use creative (out-of-the-box) techniques in the approach, solutions and communication;
- Behave as professional marketing consultants, within the team as well as towards external companies;
- Work efficiently and effectively under significant time limitations, individually and in a team.
Practical matters
What you need to knowLocation Kralingse Zoom
Where you can find us
