Course Content

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
  • 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,
  • 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)
    Teams of 3 students will work on a Digital Marketing Plan (DMP) for a real company. The digital marketing plan will investigate the current digital marketing strategy of the company and students will give advice on how to improve this strategy, digital multi-channel, webpages and campaigns. Consultations will be provided by one of the lecturers on a weekly basis to help the students by guiding them throughout the whole project. This project stretches over block 1 and block  2. 

    Individual Assignment

    Students can choose each block on which individual assignment they like to work. Below you can see the different options:

    • Website
      You need to design and develop a website for a topic of your choice. An online published website with relevant content needs to be created. 
    • Blog
      You need to create a blog page online based on a self-chosen topic related to digital marketing or a hobby. 
    • Mimic Pro Simulation game
      Mimic Pro is an online learning course where you can explore different aspects of digital marketing in a simulated ‘real’ environment. With this simulation game students will play the simulation of 10 rounds. Click here to read more about the Mimic Pro Simulation game. 
    • A task (limited place and must be assigned)
      When choosing a task assignment, you choose a task which will be linked to the minor. You work on developing and improving a professional product for the minor. Some examples: Creating a promotional video about the minor, develop and update the website of the minor or creating and maintaining the social media channels of the minor. 

    Each block you need to select a different assignment. 

    To pass the individual assignment, students need to obtain a digital marketing certificate and need to submit 5 guest lectures reflections each block. In block 1 students need to obtain the Google Digital Garage certificate and in block 2 students need to obtain the Google Analytics Beginner certificate. Click here to read more about the certifications. 


    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. 

    During the minor students have the opportunity to attend 2 inspiring guest lectures per week. The guest lectures bring knowledge about the latest developments directly from professionals. Each of the guest speakers is ready to inspire the students on a different topic in accordance with the digital marketing context. The students must attend a minimum of 5 guest lectures per block. 

    Click here to see the inspiring guest speakers of the Digital Marketing Minor. 


    Curious? Click here to have a look at the work of the students of the Digital Marketing Minor.