Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
JAP : Digital Ad Skills41146/3630/2627/1/18
Study guide

JAP : Digital Ad Skills

41146/3630/2627/1/18
Academic year 2026-27
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
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
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.

Caution

IPMDI/JAP/006

Prerequisites

There are no prerequisites for this course.

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

Learning outcomes (list)

You recognize the most relevant current trends in digital marketing
You set up a web analytics tool correctly to measure goals, analyze the website and ad campaigns, and improve conversion
You analyze and optimize your social performance based on social media dashboards
You create appropriate and correct content for digital channels
You develop a digital strategy and associated communication plan in function of the strategic objectives of the customer
You work on the basis of well-defined digital KPIs and use the most important digital metrics smoothly
You apply Search Engine Optimisation to achieve organically high rankings at Google and you can work with related tools
You set up targetted SEA and social advertising campaigns
You can work with email marketing software (such as Mailchimp)

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

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodProject assignment100,00
Evaluation(s) for re-sit exam
MomentForm%Remark
1st examination periodProject assignment100,00