University College Ghent
Geraard de Duivelstraat 5 - 9000 Ghent - Belgium
Phone: 09 243 33 33 - E-mail:
Digital Marketing28493/4701/2122/1/74
Study guide

Digital Marketing

Academic year 2021-22
Is found in:
  • International Curriculum Business, Retail and Languages, programme stage 3
This is a single course unit.
Study load: 3 credits
Weight: 3,00
Total study time: 75,00 hours
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
Languages: English
Scheduled for: Semester 1 or Semester 2

Final objectives

can develop, implement, monitor and adjust a strategic marketing policy (plan) starting from a strategic framework


Key concepts
Basic principles in preparing digital marketing
The inbound marketing methodology
Fundamentals of a website & Content Management Systems (CMS)

Social media :
Social media strategy and planning
Social media guidelines in organizations
Social media advertising
Community management on social
Dealing with negative reporting on social & crisis management
Analyzing, interpreting and reporting results

Search Engines:
Search Engine Marketing & Search Engine Optimazation
Blogging fundamentals & storytelling
Search Engine Advertising: Google Ads

Digital Tools:
Facebook Ad manager
Google Analytics

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

Organisation of education

Contactonderwijs24,00 hours

Teaching methods

  • Learning dialogue
  • Assignment
  • Online learning


Evaluation(s) for first exam chance
Inside Regular exam scheduleWritten examination70,00
Outside exam scheduleOther30,00assignment
Evaluation(s) for re-sit exam
Inside Regular exam scheduleWritten examination100,00
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
Possible deadlines for learning account: 01.12.2021 () or 15.03.2022 ()