The omnipresence of social media have drastically changed the communication and marketing process. This course offers students a thorough background in digital communication tools. First the different social media platforms are discussed (Facebook, LinkedIn, Twitter,… ) together with some basic digital skills (e.g. perform search engine optimization, set up a social media or mailing campaign, …). Then more advanced business intelligence techniques use cases are discussed in close detail (e.g. sentiment analysis for customer intelligence). At the same time the student learns how to critically assess the vast amount of online available web analytics tools and how to apply social media without infringing current privacy laws or ethical codes.