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Geraard de Duivelstraat 5 - 9000 Gent
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Website: www.hogent.be
Digital Marketing28493/3977/1718/1/35
Study guide

Digital Marketing

28493/3977/1718/1/35
Academic year 2017-18
Is found in:
  • International Curriculum, programme stage 3
This is a single course unit.
Study load: 3 credits
Weight: 3,00
Total study time: 75,00 hours
Possible deadlines for learning account: 01.12.2017 () or 15.03.2018 ()

Organisation of education

Teaching Activities, Learning Activities, Assessment Activities
Lecture12,00 hours
Self-study51,00 hours
Seminar12,00 hours
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
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: Van Ryssen Stephaan
Other teaching staff: Lippens Dennis
Language course: No
Languages: English
Scheduled for: Semester 1 or Semester 2

Objectives

In the nineties of last century the world of economics went through a rapid evolution, because of an increase in new media and telecommunication methods. this course aims at acquiring the necessary competencies to meet the challenges involved succesfully.

Contents

. E- business and E-commerce : definitions, infrastructure and environment
. E-business strategy
. E-procurement
. E-marketing
. CRM
. Social Networks and marketing

Order of enrolment

There are no prerequisites for this course.

Prerequisites

knowledge of Marketing strategy

Final objectives

1. The student knows and understands specific terminology regarding digital technology.
Indicators:

  • Can define and explain terminology regarding digital applications.
  • Can apply specific terminology regarding digital technology correctly.
  • Understands the international character of the digital world and sheds light on its impact.

2.   The student can evaluate the use of digital media in an organization.
Indicators:

  • Knows evaluation methods for the use of digital media.
  • Can evaluate the impact of digital marketing in a certain organization.

3. The student sets up a digital marketing plan.
Indicators:

  • Has knowledge of the various media that have to be part of a digital marketing plan.
  • Makes the right choices in defining the actions needed for a digital marketing campaign, while taking in account the type of organization and the specific organizational strategy.
  • Analyzes each medium and asks the following questions: how many people can we reach? What is the risk? What do we gain? What is the amount of work that needs to be put in? Are we ready for this? Who is going to maintain the campaign? etc. .
  • Can harness internet tools to set up digital marketing actions (for example: SEA, e-mail, social media, etc.).
  • Can prioritize within the digital marketing plan and additional expenses.
  • Understands the concept ‘return on investment (ROI)’ and the student can implement and evaluate it in the digital marketing plan

Organisation of education

. Question- and-answer method (with reference to topical subjects)
. Cases
. Occasional guest speaker
. Internet

Study guidance

Teamwork will be coached during college hours (when there are no specific lectures).
Individual questions will also be answered

Evaluation

  • Eerste examenkans:
    • niet-periode gebonden evaluatie: 30% groepswerk
    • periode gebonden evaluatie: 70% schriftelijk examen
  • Tweede examenkans:
    • 100% schriftelijk examen

Study costs

. cost of the syllabus
. costs of excursions, guest lectures, assignments