Required in stage
Optional in stage
First term
Both terms
Not organised
This year
Next year
Alternating years
External
Prerequisites
Identical coursesDigital Marketing (B-KUL-S0F11B)
Smits Tim | Qutteina Yara (substitute) Aims
Upon completion of this course, the student is able to:
- describe the characteristics of online marketing applications for companies and organizations;
- explain the opportunities of online marketing applications for internal and external communication in companies and organizations;
- describe the advantages and disadvantages of online marketing applications for internal and external communication in companies and organizations;
- critically reflect on concepts related to online marketing applications;
- apply the learned techniques of online marketing to concrete cases;
- develop an online marketing campaign.
These aims are communicated to the students at the beginning of the academic year.
Previous knowledge
At the beginning of this course, the student:
- is able to read and analyse theoretical texts independently;
- is able to critically reflect on conceptual frameworks.
Is included in these courses of study
Activities
4 ects. Digital Marketing (B-KUL-S0F05a)
EnglishFormat: Lecture
26 
Second termSmits Tim | Qutteina Yara (substitute) Content
The content of this educational activity consists of different components. Students attain a certificate on digital marketing skills and insights (e.g. from Google/Alphabet, Facebook/Meta, Hubspot, etc...; more information about these certificates will be given via Toledo) and there is a lecture series covering an academic perspective and reflection on different topics related to digital marketing. These topics might include the following (but the list will also be updated based on current research or trends):
1.Introduction of online marketing: place within marketing communication mix, objectives, “reach” versus “relevance
2.Overview of the available media and techniques
3.Online behavioural advertising, stakeholders, and ethics
4.Social media marketing
5....
Course material
The study material consists of slides from the lectures and compulsory literature (made available via Toledo).
Toledo will be used to communicate (additional) recommended literature and slides from the lectures.
Students have to follow at least one module on an external platform (Google) of which the obtained certificate is a requirement to be evaluated on the exam. More information about this will follow in the first lecture.
Format: more information
The main format of the educational activity are the lectures. Those might complemented with guest lectures and self-study assignments. Students are expected to attend the lectures on campus. Lecture recordings will probably be provided (but the availability of these recordings to students might depend on certain conditions).
Students are also expected to process certain lecture materials themselves. These online materials include lectures, shorter lecture clips, academic or other texts and external sources like podcasts, blogs or business articles.
Evaluation
Evaluation: Digital Marketing (B-KUL-S2F11b)
Explanation
Evaluation characteristics and determination of the end result
The course will be evaluated by the teacher, as declared on Toledo and in the examination regulations. The result will be calculated and expressed as a whole number with a maximum score of 20.
The evaluation consist of two parts. On the one hand, there is a written, open book exam assessing the subjects discussed in the lectures. The exam consists of a mixture of question types (multiple choice, fill-in questions, short and longer essay questions) and is assessed with a score on 20. The exam will be conducted on the computer. Students taking this course as part of a Dutch-taught programme (e.g., master in de communicatiewetenschappen; master in de bedrijfscommunicatie) can answer the exam questions in Dutch or English. Students following this course as part of an English-taught programme (e.g., Master of Communication Sciences: Digital Media and Society) must answer the exam questions in English.
On the other hand, students have to obtain a certificate by following an online course on digital marketing (application oriented, e.g. on the Google Adwords platform; more specification follows in the first lecture and on Toledo). Obtaining this certificate is a pass/fail condition to participate in the exam. The score on the exam is the final score for the OPO.
Second exam opportunity
The evaluation characteristics and the determination of the end result are identical to those of the first exam opportunity explained above.