The economic environment has undergone a rapid evolution in the past fifteen years, due to the increase in new media and new telecommunications methods, more specifically the internet. The aim of this course is to acquire the necessary skills to successfully cope with the challenges and opportunities that this evolution in digital marketing brings.
The course builds on the competences acquired by the students in the first two years of the program. Online trading is becoming more and more established and knowledge of digital marketing and e-commerce is indispensable for a Marketing student. The student gains insight into the digital strategy of organizations and learns to draw up a digital marketing plan.

• This course starts with the clarification of a number of basic concepts including: e-business, e-commerce, mobile marketing, apps, web 3.0, online communities, IPTV, widget, ....
• Developments in the digital landscape follow each other visibly. Trading online is becoming increasingly important. But how do you deal with that? What are the critical success factors of e-commerce?
• Is a website important and when do you speak of a good website?
• Is e-mail still of this time? How do you set up an e-mail campaign?
• Today's customers are more critical than ever and let their unbridled view know the world. Do you have to take into account the posts of customers on different digital media? Do you have to respond to it and if so, in what way?
• Mobile can no longer be ignored from our daily lives. The students gain insight into the possibilities of mobile marketing.
• To measure is to know: how can the ROI of the use of digital media in the organization be evaluated? The students gain insight into the operation of the search engine Google and the concepts SEO / SEA are known through and through.
• The students are stimulated with a few examples of creative digital campaigns.

There are no prerequisites for this course.

Consult item order of enrolment.

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

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

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

• First exam opportunity:
  • non-period bound evaluation: 30% assessment in group
  • period bound evaluation: 70% written exam
• Second exam opportunity:
  • 100% written exam

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