6 ECTS credits
168 h study time
Offer 2 with catalog number 4023114FNW for working students in the 1st semester at a (F) Master - specialised level.
This course offers you the opportunity to participate with some fellow students in the Google Online Marketing Challenge, an international game during which you are offered the chance to set up and implement a digital marketing campaign, using a real marketing budget which is at your disposal. But first you learn the ropes of the trade via a theoretical part, which consists of five modules.
You learn what the digital marketing landscape is all about and you are introduced to global digital trends.
Subsequently you will be initiated into the applications of AdWords, display advertising and search engine advertising and the analysis of their impact on conversion (actual product sales).
Ultimately, you will learn how to monitor the effectiveness of campaigns via Google Analytics in order to optimize them based on your findings.
The Google Online Marketing Challenge (or a similar national initiative) provides you the opportunity to apply your acquired knowledge directly into practice.
The concrede 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 one of the classes will not be organised 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 AdWords, display advertising en search advertising and the analysis of their impact on conversion (product sales).
The student knows how to monitor the effectiveness of campaigns via Google Analytics in order to optimize them. Via a practical assignment offered by 'the Google Online Marketing Challenge' (or a similar alternative), 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 acquiring the different certificats provided by Google for the online learning modules by the set deadlines (25% of the total grade), and, more importantly via the practical assignment during the Google Digital Marketing Challenge (or a similar alternative), 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 second week of the semester.
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, Strategic Communications & 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)