Vak: Digital Marketing Communication credits: 5
- Vakcode
- ICVB20THY3
- Naam
- Digital Marketing Communication
- Studiejaar
- 2022-2023
- ECTS credits
- 5
- Taal
- Engels
- Coördinator
- S. Veldstra
- Werkvormen
-
- Hoorcollege
- Projectonderwijs
- Toetsen
-
- Digital Marketing Communication - Overige toetsing
Leeruitkomsten
Competences | Programme learning outcomes Junior professionals: | Level 3 (final project phase) | Where assessed? |
Programme learning outcomes Junior professionals: | |||
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| Analyse relevant developments for the organisation, monitor international and intercultural developments, and translate the implications for the organisation's communication policy. | N/A |
| 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. | Digital Marketing Communication Strategy | |
|
| Conduct research in a methodological way, use suitable research methods and evaluate the research. | N/A |
| Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product. | Digital Marketing Communication Strategy | |
| Assess insights from knowledge and theory in order to support effective communication interventions. | Digital Marketing Communication Strategy | |
|
| Develop a creative concept using creative methods and techniques, and account for the extent to which the concept is suitable for the target group as well as the organisation's goals. | N/A |
| Account for the application of channels and (digital) tools in order to deliver communication suitable for the target group. | Digital Marketing Communication Strategy | |
| Create relevant content and/or a prototype of a professional product, and substantiate the way that it is/they are tailored to the organisation's goals. | N/A | |
|
| Design the communication plan for and organise the implementation of a complex professional product, taking into account target groups, goals and budgets. | N/A |
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| Advise on the organisation's communication, taking into account the organisation's goals and communication strategy in a complex context. | N/A |
| Communicate orally and in writing in a correct, target group-oriented, business-like and convincing manner, and are able to explain their points of view in both internal and external communication. | N/A | |
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| Organise interaction and collaboration, arrange networking or other meetings, expand their national and international network, and draw on this network for specific knowledge or information requirement. | N/A |
| Are able to think out of the box, experiment and create or co-create novel solutions. | N/A |
Inhoud
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.
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.
Opgenomen in opleiding(en)
School(s)
- Instituut voor Communicatie, Media & IT