Digital marketing

Higher Education Entrance Qualification.

For exchange students from NLA’s partner institutions: The students must be studying business administration or a related field of study.

Knowledge

The student:

• has knowledge of current channels and tools in digital marketing
• has knowledge of both inbound and outbound strategies
• knows current tools for effective search-engine-optimization and search-engine-advertising
• knows the principles of optimally combining online and offline channels
• has knowledge of major digital CRM support systems and CRM strategies
• has knowledge of legal and ethical matters relevant to digital marketing

Skills

The student:

• has the ability to evaluate the outbound and inbound marketing of companies
• can design effective strategies for increasing the paid and organic traffic to a home page
• can design effective strategies for increasing the knowledge of, and interest in, a brand and/or home page online
• can design campaigns that effectively integrate online and offline channels
• can use Google Analytics to optimize and learn from online strategies
• has the ability to understand how to set up a webshop and link it to marketing activities

General competence

The student

• has a broad understanding of the application of digital tools and channels
• can identify and deal with ethical dilemma in online marketing
• can participate in the discussion of "good practice" in digital marketing

• Characteristics of the digital customer (B2C and B2B)
• The roles of digital marketing in the marketing mix
• Outbound and inbound digital marketing
• Home page design: Optimization of content and structure
• How to optimize conversion rates, A/B testing
• How to stimulate paid and organic traffic
• Search-engine optimization and search-engine advertising
• How to create brand awareness and interest in digital channels
• Effective use of social media
• Effective use of influencers
• How to optimally combine online and offline channels
• Using Google Analytics to optimize and learn from online strategies
• Design an effective CRM strategy and online CRM campaigns
• How to set up a marketing driven webshop

• Lectures with practical examples
• Practical individual training using online tools
• Group work on how to design a digital webshop and digital marketing campaigns

The following mandatory learning activities must be approved before students can present themselves for final assessment:

• Written group project presentation of the design of a webshop and a digital marketing campaign, divided into 4-5 sections with feedback to each section. Group size: 3-6 persons. 4000 words +/- 15% (except bibliography) and oral group presentation.

• 80% attendance in class

If a required coursework component is not approved, the student is entitled to one additional opportunity in the same semester to complete it and have the coursework requirements approved.