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
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
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.
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.
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.
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.
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.
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.
Certifications
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.
