Hogeschool Gent
Geraard de Duivelstraat 5 - 9000 Gent
Tel: 09 243 33 33 - E-mail: info@hogent.be
Website: www.hogent.be
Digital Marketing28493/4293/1920/1/37
Study guide

Digital Marketing

28493/4293/1920/1/37
Academic year 2019-20
Is found in:
  • International Curriculum, programme stage 3
This is a single course unit.
Study load: 3 credits
Weight: 3,00
Total study time: 75,00 hours
Possible deadlines for learning account: 01.12.2019 () or 15.03.2020 ()

Organisation of education

Teaching Activities, Learning Activities, Assessment Activities
Lecture12,00 hours
Self-study51,00 hours
Seminar12,00 hours
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Special admission is required to enrol in this course unit under credit contract.
Co-ordinator: Lippens Dennis
Language course: No
Languages: English
Scheduled for: Semester 1 or Semester 2

Objectives

Digital media have have a large influence on the way companies shape their marketing activities. The digital landscape is changing fast and companies crave educated professionals who know how to successfully implement a digital marketing strategy.

The goal of this course is to teach students how to successfully implement a digital marketing strategy in line with company goals that create a maximum return on investment.

Contents

introduction:
basic principles and key concepts
Digital marketing theory
inbound marketing metodology
Website fundamentals and content management systems

Social Media
Social media strategy and planning
Company guidelines for social media
Social media advertising
community management on social media
Dealing with negativity on social media & crisis management
Metrics & data reporting in social media

Search Engines:
Search Engine Marketing & Search Engine Optimization
The Search Engine Results Page
Blogging fundamentals & storytelling
Search Engine Advertising: Google Ads

Digital Tools
Facebook Ad Manager
Google Analytics
Hubspot
Mailchimp

Email Marketing:
Campaign and content management
Lead nurturing and scoring
Analyzing and reporting

Order of enrolment

There are no prerequisites for this course.

Prerequisites

Consult item order of enrolment.

Final objectives

1. The student knows and understands specific terminology regarding digital technology.
Indicators:
Can define and explain terminology regarding digital applications.
Can apply specific terminology regarding digital technology correctly.
Understands the international character of the digital world and sheds light on its impact.
2. The student can evaluate the use of digital media in an organization.
Indicators:
Knows evaluation methods for the use of digital media.
Can evaluate the impact of digital marketing in a certain organization.
3. The student sets up a digital marketing plan.
Indicators:
Has knowledge of the various media that have to be part of a digital marketing plan.
Makes the right choices in defining the actions needed for a digital marketing campaign, while taking in account the type of organization and the specific organizational strategy.
Can use digital tools to set up digital marketing actions
Can prioritize within the digital marketing plan and additional expenses.
Understands the concept ‘return on investment (ROI)’ and the student can implement and evaluate it in a digital marketing plan.

Organisation of education

  • Regular classes with group assignments
  • individual study

Study guidance

Teamwork will be coached during class

Evaluation

  • First exam opportunity:
    • non-period bound evaluation: 30% assessment in group
    • period bound evaluation: 70% written exam
  • Second exam opportunity:
    • 100% written exam




Other study materials

Slides that can be found on the Chamillo platform.

Study costs

. Costs associated with printing slide

. Speaker fees: €10 per student

. Group assignment cost: €15