Winter Program: Digital Marketing

Department

International Program

Course unit code

IFLV0087

Number of ECTS credits allocated

3.5

Name of lecturer(s)

Eekhoutte Gythe, BSc MSc, FH-Prof. Aufschnaiter Christiane, Bakk. Phil. PhD

Mode of delivery

-

Recommended optional program components

none

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

1

Language of instruction

English

Learning outcomes of the course unit

This introduction to Digital Marketing (exclusively online and self-paced) explores how to harness the power of digital within the context of a marketing strategy. You will gain a fundamental understanding of the core principles of digital marketing, and be able to distinguish between traditional and digital techniques.

In this course we will provide you various microlectures to gain an understanding of creating and implementing effective digital marketing campaigns. It also introduces the fundamental aspects of digital marketing and covers areas including search, digital display, email and social media marketing, as well as analytics.
After attending this course, participants will understand the basics of digital marketing. In addition, the participant will know how to conduct ongoing analysis and measurement in order to manage and evaluate digital marketing efforts. The online seminar contains different teaching methods, such as microlectures, quizzes, online forum discussions, case studies, etc.

Course contents

• Introduction to digital marketing
• Understanding the digital consumer
• Using digital channels to reach customers
• Social media & content marketing
• Digital marketing strategy & analytics

Planned learning activities and teaching methods

Microlectures, online forum discussion, case studies, quizzes

Work placement(s)

none