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    Digital Marketing

    Exchange programme

    The exchange programme Digital Marketing is designed to prepare you for the requirements and changes brought by the digitalisation of life and the impact of the Internet on business and marketing.

    During this exchange programme (minor*) you get the opportunity to focus on your own chosen individual assignments related to digital marketing and share it with your fellow students. You will also work in a team and develop together workshops on different digital marketing topics. An important part of this minor is the consultancy project, where you are going to develop a digital marketing plan for a company of your choice. As part of this assignment, done in a group of 3 students, you will redesign the company’s webpage and develop digital campaigns for them.

    We are going to share knowledge and experiences and many guest lectures, practical trainings and certifications will be offered to inspire you. 

    We expect from you: full dedication, pro-activeness, own initiatives, eagerness to learn, and willingness to share knowledge, creativity, co-creation and a professional attitude.

    *Dutch students can follow a 30 ECTS specialisation as part of their study programme, this is called a "minor" in Dutch. To avoid confusion, be aware that this term is often used by the lecturers instead of exchange programme.   

    This programme will by delivered in a hybrid form: 40% online / 60% offline on location.

    Facts and figures

    The programme at a glance
    number of ECTS
    30
    period
    September - January or February - July
    tuition fee
    No tuition fee

    Part of School

    The journey of a Digital Marketing exchange student

    Programme information

    What to expect

    About 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 Marketing 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:

    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

      • 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

      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

      • Introduction 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

      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

      • Digital marketing tools  (online advertisement & email marketing)
      • Social media marketing
      • Delivering the online customer experience & UX design & Personalisation & Service design
      • Campaign planning for digital media
      • Personal brand online

      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

      • Digital marketing mix
      • Search Engine Marketing (SEO, PPC)
      • Digital story telling
      • Growth Hacking
      • Influencers marketing

      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  

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