6 ECTS credits
168 h study time
Offer 1 with catalog number 4017063FNR for all students in the 1st semester at a (F) Master - specialised level.
This course offers you the opportunity to participate with some fellow students in an Online Marketing Challenge, during which you are offered the chance to set up and implement a digital marketing campaign for a non-profit organisation during a period of minimum one month, using a real marketing budget of $ 10.000 which is at your disposal. But first you learn the ropes of the trade via a theoretical part.
You learn what the digital marketing landscape is all about and you are introduced to Google Ads and performance marketing.
Subsequently you will be initiated into the applications of Google Ads search engine advertising and the analysis of its impact on conversions (acquiring subscribers, members, funds, etc...).
Ultimately, you will learn how to monitor the effectiveness of campaigns via Google Analytics in order to optimize them based on your findings.
The Online Marketing Challenge provides you the opportunity to apply your acquired knowledge directly into practice.
(!) Due to the specific nature of the real-life practical assignment incorporated in this course, the total number of students allowed to participate will be limited to 40 per academic year.
Interested students need to apply as soon as possible at the start of the academic year and ultimately by the end of the first week (academic week 2 VUB calendar) by contacting the teaching team and need to successfully complete a brief selection test before they can officially register for this course. More info on the exact selection procedure will be shared on the canvas learning platform.
The concrete schedule of the course will be communicated at the start of the semester.
We refer to Canvas for more information related to the practical organisation of the course.
It is possible that one of the classes will not be organized at the VUB campus but somewhere else in the center of the city.
By means of this course the student acquires in-depth knowledge of the digital marketing landscape and current digital trends.
The student is familiar with the application of Google Ads, performance marketing and search engine advertising and the analysis of the impact of the campaign on conversion (acquisition of subscriptions, members, funds, etc...).
The student knows how to monitor the effectiveness of campaigns via Google Analytics in order to optimize them. Via the practical assignment the student learns to apply the acquired theoretical knowledge about digital marketing in practice.
The final grade is composed based on the following categories:
Other Exam determines 100% of the final mark.
Within the Other Exam category, the following assignments need to be completed:
No exam; marks are obtained entirely during the semester by passing the intermediate knowledge test by the set deadline (25% of the total grade), and, more importantly via the practical assignment during the Online Marketing Challenge, where students in goups have to set up a digital marketing campaign, implement it and make the necessary adjustments in order to obtain their goals, which is to be reported in pre- and post campaign reports (75% of the total grade).
The exact deadlines are provided at the beginning of the semester and are clearly communicated during the classes and via the e-learning platform Canvas.
For the practical assignment collaboration in groups is required. It is important that groups are formed as soon as possible once the semester has started and ultimately by the end of the third week of the semester.
Passing for the intermediate knowledge test by the 3rd week of the semester is a requirement in order to be allowed to join a group to continue with the practical part of the course. An increased cut-off point is used in the evaluation of this knowledge test.
The different partial assignments are obligatory. No replacement tasks are given.
Not respecting deadlines will lead to a subtraction of marks.
The individual score can be adapted from the group score on the basis of peerevaluations, as well as attendance and active participation during class and during feedback sessions, as well as during the group assignment as registered via the logfiles.
Ilegitimate absence to at least one of the compulsory parts of the exam leads to absence for the entire exam.
This offer is part of the following study plans:
Master of Communication Studies: Media, Strategy and Marketing (only offered in Dutch)
Master of Business Engineering: Standaard traject (only offered in Dutch)
Master of Business Economics: Standaard traject (only offered in Dutch)
Master of Teaching in Economics: standaard traject (90 ECTS, Etterbeek) (only offered in Dutch)