Marketing II


Course Objective

This course introduces you to the most urgent basic concepts and
theories about digital marketing, which are indispensable for
understanding the behavior of consumers and organizations in an
increasingly further digitized economic context. In this course you will
approach marketing from a multiple channel perspective (Bridging Theory
and Practice - Knowledge). You will learn to make well-founded choices
on the basis of theories discussed (Academic and Research Skills), and
link them to practical examples (economic and social context) (Bridging
Theory and Practice - Application). You will also work in a team (Social
Professional Skills) to apply theories learned.

Particularly, the course focusses on:
- understanding the marketing context and the impact of digitization;
- understanding and explaining behavior of customers in the digital
environment ;
- understanding and applying marketing strategy in the digital context;
- translating digital strategic decisions to marketing mix tactics;
- understanding strategic marketing communication models for
- knowing how to strategically manage customer relationships with
digital tools.

Course Content

Our physical environment is changing rapidly. However, there is an
environment where changes go even faster: the digital environment. Since
its beginning in the early nineties of the last century this digital
world developed with an unprecedented speed. Internet and digital media
have radically changed the marketing profession. Consumers today are
able to choose from multiple providers, switch to competitors with a
click, choose better prices, compare more products and services, use
multiple channels for purchases or communication and participate more
and more. Organizations, on the other hand, can tap into new markets
easier thanks to the internet, develop digital services easier,
intensify communication and customize it, and large and small businesses
are able to compete with each other (size doesn’t matter). Marketers and
Business Professionals must therefore be aware of the latest theoretical
developments in the field of digital marketing. Therefore, in this
course marketing theory will fit with our multichannel technical
society. You will be confronted with the most radical and recent
theoretical developments for the digital channel. As a student of
economics you will have a significant information advantage that is
unprecedented after taking this course. Simply because traditional
marketing theory will be connected to the most recent developments in
our society.

Teaching Methods


Method of Assessment

Written examination: 80%; Weekly assignments average: 20%; each to be
completed with a minimum score of 5.5


Digital marketing strategy – Emile Lancée

Additional Information

Interactive lectures with needed participation of students

Recommended background knowledge

Marketing I.

General Information

Course Code E_EBE2_MRKT2
Credits 6 EC
Period P2
Course Level 200
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator drs. E.F.J. Lancee
Examiner drs. E.F.J. Lancee
Teaching Staff

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture
Target audiences

This course is also available as: