Digital Marketing


Course Objective

- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals on
digital marketing and how such theories complement traditional
- Effectively apply digital marketing theories both to understand
real-life marketing problems and to design (multichannel) solutions to
those problems.
- Communicate and collaborate effectively with an international
cohort of classmates to design and produce case solutions or other
presentations, provided in English, to both academic and professional

Course Content

The Internet and digital media have transformed marketing and business
since the first website went live in 1991. More than 20 years later over
one billion people around the globe regularly use the web to find
products, entertainment and soulmates. Consumer behavior and the way
companies market to both consumers and businesses have changed
dramatically. To succeed in the future, organizations will need
marketers, strategists and agencies with up-to-date knowledge of how to
apply digital media such as the web, e-mail and mobile. Digital
marketing is an exciting area to be involved in, since it poses many new
opportunities and challenges yearly, monthly and even daily. Therefore
the following strategic topics from the digital marketing literature
will be discussed:
- Theories about digital consumer behavior & psychology; (digital buying
behavior, sharing behavior & social behavior)
- Theories about digital marketing strategy; (digital value creation,
multichannel strategy, social media strategy)
- Theories about the digital marketing mix; (product, price, place)
- Theories about strategic digital and multichannel communication;
(multichannel communication, social media (viral) communication, digital
branding & digital advertising)
- Theories about digital relationship management; (personalization,
participation, e-CRM, e-profiling)

Teaching Methods

Lectures, workgroups (case for specific organization)

Method of Assessment

Written examination: 70%;
Assignment: 30%;
each to be completed with a minimum score of 5.0


Academic articles, book and additional materials as mentioned in the

Recommended background knowledge

Marketing strategy
Consumer marketing

General Information

Course Code E_MKT_DM
Credits 6 EC
Period P2
Course Level 400
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 drs. E.F.J. Lancee

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Lecture, Study Group
Target audiences

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