Course Content & Assignments

The Digital Marketing Minor covers a multiple topics on the latest trends of digital marketing in its course content.  Invest in yourself, grow your skill set, and gain experience by following lectures on the following topics. All of your assignments will be made using the RACE framework provided by SmartInsights.

The following topics will be covered in block 1 and 2.

Block 1:

  • Digital marketing fundamentals
  • Digital marketing planning (RACE, SOSTAC)
  • Digital audit and health check
  • Digital personas
  • Online journeys and touch points
  • Journeys content mapping
  • Search engine marketing (SEO & SEA)
  • Social media marketing
  • Email marketing
  • Viral marketing or word-of-mouth marketing (WOMM)
  • Content marketing 
  • Affiliate marketing
  • Digital marketing metrics & KPIs 

Block 2:

  • Google Analytics & Other web tools for measurement
  • Marketing software/tools 
  • Growth Hacking
  • Web design – back end, front end, coding
  • UX Design
  • Digital Marketing Mix and OVP
  • Digital campaigns
  • Digital Story Telling
  • Online Customer Experience
  • Campaign Planning and Communications
  • Influencers marketing
  • Personal Branding

The Digital Marketing Minor is involved with three main assignments which are specifically designed to help the students bring marketing theories into practice.

You will work individually and in a team on different digital marketing topics. An important part of this minor is the consultancy project where you will develop a digital marketing strategy for a company/organisation of your choice. Many guest lectures will be offered to inspire you.

Digital Marketing Plan (DMP)
The digital marketing plan is a consultancy project. Every student will have an opportunity to develop and suggest a digital marketing strategy as well as a campaign for an existing company of their choice. Consultations will be provided by one of the lecturers on a weekly basis to help guide the student throughout the whole project.

This project is done in pairs and the project stretches over both blocks.

Individual Assignment
The student can choose to work on an individual assignment of their preference, including a blog, a digital marketing task (limited and must be assigned), website development or a research assignment.

In each study block, the student must choose a different individual assignment to work on.

Workshop
The workshop is an assignment for a group of students. Every study block, the team will initiate one workshop to exchange knowledge with fellow students. Each workshop must be related to the digital marketing topic of the week and may be carried out in a uniquely creative style.

Note: full descriptions and instructions of the assignments are provided in the course handbook, which will be sent in the first week of the minor.