INHOUDSOPGAVE
Chapter 1: Intro ........................................................................................................................................................................ 2
Lecture.............................................................................................................................................................................................2
Chapter 2: Socio-eco perspective .............................................................................................................................................. 5
Lecture.............................................................................................................................................................................................5
Articles...........................................................................................................................................................................................13
Chapter 3: Market research .................................................................................................................................................... 22
Lecture...........................................................................................................................................................................................22
Articles...........................................................................................................................................................................................28
Chapter 4: Media channels & online platforms ....................................................................................................................... 38
Lecture...........................................................................................................................................................................................38
Articles...........................................................................................................................................................................................44
Chapter 5: Marketing communication..................................................................................................................................... 52
Lecture...........................................................................................................................................................................................52
Articles...........................................................................................................................................................................................57
Chapter 6: Consumer perspective ........................................................................................................................................... 64
Lecture...........................................................................................................................................................................................64
Articles...........................................................................................................................................................................................68
Masterclass 1: Koen Van Rhijn ................................................................................................................................................ 75
Masterclass 2: Frank Wertelaers ............................................................................................................................................. 80
Masterclass 3: Andy Serdons .................................................................................................................................................. 82
Masterclass 4: Catherine Armitage ......................................................................................................................................... 86
Masterclass 5: Dax Vancauteren ............................................................................................................................................. 88
Masterclass 6: Dorottya Varga ................................................................................................................................................ 92
,DIGITAL MARKETING INDUSTRIES
CHAPTER 1: INTRO
LECTURE
Learning objectives
• Not learning to be a digital marketer*, but learning about, reflecting upon and research on digital media and marketing
industries
• This course = Seeing the bigger picture!
• Understanding different perspectives
o Students show in-depth knowledge, understanding and insight within the field of communication sciences and
in relation to the latest evolutions and discussions at both the national and international level regarding
media, strategic communication and marketing
o Students demonstrate the ability to critically contextualise and evaluate current national and international
developments and discussions, and are able to independently deepen insights related to complex problems on
the basis of an original framework of analysis, thereby expanding the theoretical basis related to media,
strategic communication and marketing
o Students show an open and constructive attitude whilst having respect for other views and beliefs
o Students are open to scientific doubt and societal pluralism
o They demonstrate courage, ambition and perseverance in questioning both established insights and
alternative points of view
o Students act upon an open attitude in a culturally diverse international context. They critically reflect on their
own (geographical, social, cultural, local, personal, ...) position
o Students demonstrate the skill to discuss and debate current societal and scientific topics and theoretical
developments related to media, strategic communication and marketing. The students discuss issues on the
basis of critical and substantiated reflections and research findings, open-mindedly and willing to acknowledge
other arguments
o Students demonstrate entrepreneurial spirit, responsibility, communicative attitude, creativity and the ability
to plan, coordinate, supervise and advise. The acquired skills enable the graduates to become independent,
responsible, inquiring and reflective professionals
o Students are able to communicate their point of view in a clear and scientific-grounded argumentation to
various target groups.
Exam
• Individual oral exam (15 min) – no need to wear a suit!
• Focus knowledge, practice and insight
• 3 questions:
o 1. Random question on texts readings (15 min. prep time)
o 2. Link and substantiate your SET case study and stakeholder with at least 2 reader texts (prepare in advance)
o 3. Random follow up question relating your case study to reader texts (no preparation time)
INTRODUCTION: RELEVANCE AND CURRENT ISSUES
Society, how we do Business, how we work, how we communicate, how we advertise constantly changes...
• What are important trends?
Trends & transitions
• Technological changes & digitalization (upcoming: holograms) + streaming instead of television
• Experience / service economy (subdiscipline of marketing) (Example is Spotify vs. Itunes in the past, which has
implications of ownership)
• Multi-channel marketing & Media (ad revolution: TV ads are decreasing, SEO on the rise/ digital expansion)
• User Generated Content (UGC)
• Data Driven Innovation & decision making
• … (globalization/ post-globalization)
,Tv is still quite important in Belgium, even though it’s decreasing. Digital ad spending is continually increasing: a couple of players
are really running the internet. 80% of the income of alphabet is advertisements.
Socio-economic perspective
Users are changing as well. Times have changed enormously: 2006 person of the year: YOU (start of UGC), then Mark Zuckerberg
(2010). Most valuable brands are mostly technology, Netflix has gained a lot since 2020 (also due to COVID-19).
• Most valuable brands 2020 (Forbes)
• Media channels/Online platforms & marketing communication
, • Marketing landscape: shift
• Marketing communication landscape: POEM (paid, owned and earned media)
• Marketing research
o “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -John Wanamaker
(father of modern advertising and a pioneer in marketing)
A lot of money is spent on marketing (but also a lot of companies don’t know what is working. If you don’t test it, you don’t know
it. Social media or newspaper for example is often tested with A/B testing (showing one group of people lay-out or advertisement
A and another group B, just to test what works better). Consumer behavior is constantly changing, some consumers have a health
perspective, some environment, … societal changes, unexpected events, … can change consumer perspective as well.
Consumer perspective
• Consumer behavior changes
• Consumer expectations change
• Consumer needs change
• Links to societal changes
• Links to unexpected events
• Links changes in technology
• …
Chapter 1: Intro ........................................................................................................................................................................ 2
Lecture.............................................................................................................................................................................................2
Chapter 2: Socio-eco perspective .............................................................................................................................................. 5
Lecture.............................................................................................................................................................................................5
Articles...........................................................................................................................................................................................13
Chapter 3: Market research .................................................................................................................................................... 22
Lecture...........................................................................................................................................................................................22
Articles...........................................................................................................................................................................................28
Chapter 4: Media channels & online platforms ....................................................................................................................... 38
Lecture...........................................................................................................................................................................................38
Articles...........................................................................................................................................................................................44
Chapter 5: Marketing communication..................................................................................................................................... 52
Lecture...........................................................................................................................................................................................52
Articles...........................................................................................................................................................................................57
Chapter 6: Consumer perspective ........................................................................................................................................... 64
Lecture...........................................................................................................................................................................................64
Articles...........................................................................................................................................................................................68
Masterclass 1: Koen Van Rhijn ................................................................................................................................................ 75
Masterclass 2: Frank Wertelaers ............................................................................................................................................. 80
Masterclass 3: Andy Serdons .................................................................................................................................................. 82
Masterclass 4: Catherine Armitage ......................................................................................................................................... 86
Masterclass 5: Dax Vancauteren ............................................................................................................................................. 88
Masterclass 6: Dorottya Varga ................................................................................................................................................ 92
,DIGITAL MARKETING INDUSTRIES
CHAPTER 1: INTRO
LECTURE
Learning objectives
• Not learning to be a digital marketer*, but learning about, reflecting upon and research on digital media and marketing
industries
• This course = Seeing the bigger picture!
• Understanding different perspectives
o Students show in-depth knowledge, understanding and insight within the field of communication sciences and
in relation to the latest evolutions and discussions at both the national and international level regarding
media, strategic communication and marketing
o Students demonstrate the ability to critically contextualise and evaluate current national and international
developments and discussions, and are able to independently deepen insights related to complex problems on
the basis of an original framework of analysis, thereby expanding the theoretical basis related to media,
strategic communication and marketing
o Students show an open and constructive attitude whilst having respect for other views and beliefs
o Students are open to scientific doubt and societal pluralism
o They demonstrate courage, ambition and perseverance in questioning both established insights and
alternative points of view
o Students act upon an open attitude in a culturally diverse international context. They critically reflect on their
own (geographical, social, cultural, local, personal, ...) position
o Students demonstrate the skill to discuss and debate current societal and scientific topics and theoretical
developments related to media, strategic communication and marketing. The students discuss issues on the
basis of critical and substantiated reflections and research findings, open-mindedly and willing to acknowledge
other arguments
o Students demonstrate entrepreneurial spirit, responsibility, communicative attitude, creativity and the ability
to plan, coordinate, supervise and advise. The acquired skills enable the graduates to become independent,
responsible, inquiring and reflective professionals
o Students are able to communicate their point of view in a clear and scientific-grounded argumentation to
various target groups.
Exam
• Individual oral exam (15 min) – no need to wear a suit!
• Focus knowledge, practice and insight
• 3 questions:
o 1. Random question on texts readings (15 min. prep time)
o 2. Link and substantiate your SET case study and stakeholder with at least 2 reader texts (prepare in advance)
o 3. Random follow up question relating your case study to reader texts (no preparation time)
INTRODUCTION: RELEVANCE AND CURRENT ISSUES
Society, how we do Business, how we work, how we communicate, how we advertise constantly changes...
• What are important trends?
Trends & transitions
• Technological changes & digitalization (upcoming: holograms) + streaming instead of television
• Experience / service economy (subdiscipline of marketing) (Example is Spotify vs. Itunes in the past, which has
implications of ownership)
• Multi-channel marketing & Media (ad revolution: TV ads are decreasing, SEO on the rise/ digital expansion)
• User Generated Content (UGC)
• Data Driven Innovation & decision making
• … (globalization/ post-globalization)
,Tv is still quite important in Belgium, even though it’s decreasing. Digital ad spending is continually increasing: a couple of players
are really running the internet. 80% of the income of alphabet is advertisements.
Socio-economic perspective
Users are changing as well. Times have changed enormously: 2006 person of the year: YOU (start of UGC), then Mark Zuckerberg
(2010). Most valuable brands are mostly technology, Netflix has gained a lot since 2020 (also due to COVID-19).
• Most valuable brands 2020 (Forbes)
• Media channels/Online platforms & marketing communication
, • Marketing landscape: shift
• Marketing communication landscape: POEM (paid, owned and earned media)
• Marketing research
o “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -John Wanamaker
(father of modern advertising and a pioneer in marketing)
A lot of money is spent on marketing (but also a lot of companies don’t know what is working. If you don’t test it, you don’t know
it. Social media or newspaper for example is often tested with A/B testing (showing one group of people lay-out or advertisement
A and another group B, just to test what works better). Consumer behavior is constantly changing, some consumers have a health
perspective, some environment, … societal changes, unexpected events, … can change consumer perspective as well.
Consumer perspective
• Consumer behavior changes
• Consumer expectations change
• Consumer needs change
• Links to societal changes
• Links to unexpected events
• Links changes in technology
• …
