Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Digital Marketing30672/3519/2526/1/47
Study guide

Digital Marketing

30672/3519/2526/1/47
Academic year 2025-26
Is found in:
  • Bachelor of Business Management, programme stage 1
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Van de Velde Lorens
Other teaching staff: Vanderfaeillie Karl
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2026 (2nd semester)
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

You describe the difference between digital selling and digital counting.
You describe different forms and tools of digital advertising and mobile marketing.
You define the most commonly used terminology in digital marketing (SEA, SEO, CPC, CPM...).
You identify factors to improve online visibility.
You identify strengths and pitfalls to the online visibility of a company, product, ... improve the online visibility of a company, product, ...
You apply the different phases of the digital customer journey.
You compare different tools and channels for applications of the direct marketing, e-mail marketing and social media marketing mix.
You know which things to look out for to help companies improve their online visibility.
You analyze important metrics and KPIs in the field of digital marketing.
You are aware of the latest trends in digital marketing and understand their impact (AI, sustainability, short-form video, influencer marketing, privacy, ...).
You formulate advice on digital marketing (content, channels, planning, etc.) based on an analysis of the current situation.

Study material (list)

Online marketing, de essentie (2e editie)Mandatory€ 45,00
  • Author: Nino Adamo, Geert Buskes
Teaching material via DigitapMandatory

Educational organisation (list)

Learning Activities
Collaborative learning8,00 hours
Lectures and / or tutorials16,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodKnowledge and comprehension test during the examination series60,00Open en/of gesloten vragen
Gesloten boek
1st examination periodSkills assessment permanently during class weeks (Permanent evaluation)40,00CasusOpen boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series60,00Open en/of gesloten vragen
Gesloten boek
2nd examination periodSkills assessment during the examination series40,00Casus
Open boek