Course Content

The Digital Marketing Minor organised by Rotterdam Business School covers a wide range of topics and subjects within digital marketing.  Invest in your education, grow your skill set and gain experience by following practical and fun lectures, assignments and guest speakers. All of your assignments will be centred around the RACE framework provided by SmartInsights.

Block 1

This block is an introduction to digital marketing and is all about formulating digital strategies that will strengthen your chosen company’s digital health. You will emerge from this block with a wide range of digital marketing knowledge and skills.
  • Digital marketing fundamentals

  • Digital marketing planning (RACE, SOSTAC)

  • Digital audit and health check

  • Buyer personas

  • Online customer journeys and touch points

  • Content mapping

  • Search engine marketing (SEO & SEA)

  • Email marketing (WOMM)

  • Content marketing

  • Marketing Automation

  • Prototyping

  • Digital marketing metrics & KPI

  • Macro trends and emerging technologies

  • Sustainability and digital marketing

  • Online branding

Block 2

In block 2, you will put all your knowledge to practice and create real digital products and apply the digital strategies formulated in the first block.
  • Google Analytics

  • Digital marketing mix & tools

  • Marketing software/tools

  • Growth hacking

  • Web design – back end, front end & coding

  • UX & CX Design

  • Story telling online

  • Online customer experience

  • Campaign planning and communication

  • Social media marketing 

  • Influencers marketing

  • Personal branding

Assignments

Digital Marketing Minor revolves around three main assignments which are specifically designed to help students put marketing theories into practice.
The Digital Marketing Plan, the Individual Assignment and the Workshop. As a student, you will get the opportunity to work individually and be part of a team.
The knowledge-packed lectures and guest speakers will help you along the way. 

Digital Marketing Plan (DMP)
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 adviceand 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.

Individual Assignment
Every block, students can choose one preferred individual assignment. Below you can see the different options:
  • Website
    Students need to design and develop a website for a cause/topic of their choice. An online published website with relevant content needs to be created.
  •  Blog
    Students need to create a digital blog on a topic of their choice. The topic can range anywhere between a digital marketing subject to a personal hobby.
  • Mimic Pro Simulation game 
    Mimic Pro is an online learning course where students can explore different aspects of digital marketing in a simulated ‘real’ environment. With this simulation game, students will play for 10 rounds. Click here to read more about the Mimic Pro Simulation game.
  •  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. Some examples: Work with a team to improve the digital marketing minor website, create a promotional video for the minor or run and monitor the minor’s various social media channels.
Every block you need to select a different assignment
To pass the individual assignment, students need to obtain a digital marketing certificate and they must submit reflections on five guest lectures per 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.

Workshop
For this assignment, students will be part of a team. Each block, the team will host an interactive workshop to exchange knowledge with fellow students.
The workshop must be related to the digital marketing topic of the week and it is encouraged to be as creative as possible. Note: full descriptions and instructions of the assignments will be provided in the course handbook, which will be sent in the first week of the minor.
 
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Central lectures

The central lectures will provide you with the knowledge necessary for the consultancy projects and the digital strategies for the companies. The teams are encouraged to share and discuss their experience and create a collective learning process. Issues, problems or breakthroughs will be addressed and all teams can use the ‘wisdom of the crowd’ to counter roadblocks in their projects.

lecture

Guest lectures

An intrinsic part of the training are the guest lectures which are delivered by our external partners and network. Every block, a diverse group of guest lecturers from the digital marketing world will host a unique lecture for the students. The topics covered include SEO, SEA, UX design, content strategy, social selling, storytelling, growth hacking and more. The guest speakers are experienced professionals from leading organisations. Students must attend a minimum of 5 guest lectures per block.

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Certifactions

A practical aspect of the minor is obtaining certifications and becoming a certified digital marketer. The compulsory certifications are Digital Google Garage and Digital Analytics for Beginners. Students are encouraged to obtain more certifications from our partnering providers such as Hubspot, Google, Microsoft etc. Certificates are fantastic contributions to your education and resume. 

Join the digital marketing minor

The Digital Marketing Minor revolves around three main assignments which are specifically designed to help students put marketing theories into practice. The Digital Marketing Plan, the Individual Assignment and the Workshop. As a student, you will get the opportunity to work individually and be part of a team. The knowledge-packed lectures and guest speakers will help you along the way.