Academic year
2025-26
Is found in:
- International programmes Media, Design and IT
This is a single course unit.
Study load:
4 credits
Co-ordinator: Van der Kraan Harold
Languages: English
This course unit is marked out of 20 (rounded to an integer).
Prerequisites
There are no prerequisites for this course.
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Short description
As a communication professional, you can no longer function without the necessary digital skills in today's society. You must be able to use social media for professional purposes as well. In this course, we explore the digital landscape and the new media mix of 2025. In the theoretical part, we discuss how social media influence our society and the business world. The main focus of this course is on developing a digital strategy and working with tools such as email marketing software and other relevant digital marketing tools. You will work hands-on on concrete assignments in digital marketing
Course content
• You develop a digital strategy and corresponding communication plan based on the client's strategic objectives.
• You work with clearly defined digital KPIs and confidently use key digital metrics.
• You correctly configure a web analytics tool to measure goals, analyze the website and advertising campaigns, and improve conversion.
• You apply Search Engine Optimization (SEO) to achieve high organic rankings on Google and related platforms and can work with relevant tools.
• You analyze and optimize your social media performance using social media dashboards.
• You set up targeted SEA and social advertising campaigns.
• You can work with email marketing software (such as Mailchimp).
• You create appropriate and accurate content for digital channels.
• You recognize the most relevant current trends in digital marketing
Evaluation (text)
100% permanent evaluation / hands on