Course: Digital Marketing Communication credits: 5
- Course code
- ICVB20THY3
- Name
- Digital Marketing Communication
- Study year
- 2023-2024
- ECTS credits
- 5
- Language
- English
- Coordinator
- S. Veldstra
- Modes of delivery
-
- Lecture
- Project-based learning
- Assessments
-
- Digital Marketing Communication - Other assessment
Learning outcomes
The following competencies are assessed on level 3:
1. Context & strategy
PLO2: Monitor recent developments in the national and international professional field as well in as the media landscape, and use these insights for the organisation’s communication strategy.
2. Target group & behaviour
PLO4: Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product.
PLO5: Assess insights from knowledge and theory in order to support effective communication interventions.
3. Concept & creation
PLO7: Account for the application of channels and (digital) tools in order to deliver communication suitable for the target group.
1. Context & strategy
PLO2: Monitor recent developments in the national and international professional field as well in as the media landscape, and use these insights for the organisation’s communication strategy.
2. Target group & behaviour
PLO4: Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product.
PLO5: Assess insights from knowledge and theory in order to support effective communication interventions.
3. Concept & creation
PLO7: Account for the application of channels and (digital) tools in order to deliver communication suitable for the target group.
Content
In this course, students develop a digital marketing communication strategy for an organisation. This strategy is part of the marketing communication strategy of the organisation and is completely focused on digital tools. Advantages of the digital marketing communication strategy are that a company can reach a specific target group and that the results are measurable.
The students develop this strategy on the basis of the customer journey, the online marketing funnel, and associated tools. The focus is on the delivery of good content at the right moment in the customer journey and online marketing funnel. The students have to think about measurable outcomes and results of the digital marketing communication strategy. Students will also create the best possible digital marketing mix for the organisation.
Included in programme(s)
School(s)
- School of Communication, Media & IT