Content

Traditional lectures (hoorcolleges) by means of class recordings.

The traditional lectures consist of 10 modules

The goal of these modules is to transfer knowledge about digital marketing concepts, theories and trends.

Per module, I have 2 to 6 recordings, all together totaling 17 hours.

Module 1: Introduction to digital marketing

Module 2: Digital Mindset, Disruption and Change

Module 3: Back to the Future: Updated CRM for traditional + digital marketing integrated

Module 4: Role of Customers: Customer Experience in the Digital Age

Module 5: Role of Customers: Customer Engagement in the Digital Age

Module 6: The Role of Technology

Module 7: The Role of Employees for Digital Marketing

Module 8: Digital Marketing Analytics

Module 9: Understanding People Reactions towards Technology

Module 10: Value

In addition to these modules, students will need to obtain certificates from a supplementary online course. More information will be provided during the first session and via Toledo.

Practice session (oefensessies) by means of interactive lectures and flipped classroom

The goal of the practice sessions involves a deeper procession of the information acquired in the traditional lectures by means of guided exercises, quizzes and Q&A.

6 sessions (of 2.5 hours each), totaling 15 hours, will be organized, in which we will deep-dive in some of the concepts of the traditional lectures. During these interactive sessions, students (individually or in group) will be assigned to guided exercises. Some of these in-class assignments are voluntary, whereas others are mandatory (such that participation in class on campus will be required for these latter sessions).

In addition, during these sessions there will be room for Q&A (questions from students) and quizzes too (questions from the teacher) with regard to the 10 aforementioned modules.

At the beginning of the course, the lecture will share the timeline of the course, including the dates when in-class participation is required.

Group assignments (groepstaak): there will be 3 types of group assignments:

Assignment 1: Analyze the digital transformation of a company or organization of your choice; and advice recommendations based on the concepts covered in this course. The end product will be a paper and a presentation.

Assignment 2: A digital marketing analytics exercise (website analytics / social media analytics)

Assignment 3: Some of the in-class assignments during the Practice Sessions will be graded too.

For these assignments, feedback sessions per group will be organized, in which there will be room for Q&A. Specifically, 20min (Assignment 1) + 10min (Assignment 2) will be organized, per group = 30min per group.

The students can enroll in a group and will work with the same group on all group assignments.

Course material

Slides

Scientific Papers

Extra-academic material (press releases, cases)

Online course organized by an external organization

Toledo is being used for this learning activity.

Language of instruction: more information

Because of the international focus of the course, it makes more sense to teach it in English. It is also more efficient.

Format: more information

Lectures, practical sessions and guest speaker(s): i

• in which the basics of digital marketing analytics will be lectured and practiced 
• in which the state of the art of digital marketing will discussed, both on the basis of academic sources and other materials.