In the Digital Marketing track, you explore the impact of the digitised business environment on marketing processes and customer value creation. This track is one of 9 tracks you can opt for in our Master's in Business Administration.
The rapidly changing and digitised marketing environment creates new challenges and opportunities for the creation of customer value. In the Digital Marketing track, you explore a wide variety of phenomena related to the link between digitisation and marketing, from multichannel marketing and online customer journeys to social media and marketing analytics.
The Digital Marketing track has a strategic focus, in the sense that it analyses how current technologies affect the development and implementation of marketing strategy. Furthermore, it explores how digital data and marketing analytics can serve as instruments to improve marketing decision-making.
'We have an approach that is more strategic than purely tactical in nature.' Track coordinator Roger Pruppers will tell you more about the four pillars of this track.
Virtually every organisation faces the challenges and benefits of digital developments on a daily basis, so you will explore the links between academic concepts and the real-life business environment throughout the track. Business partners like Google, ING and Starbucks offer guest lectures and business cases, which you will tackle with your fellow students.
Apart from the general courses of the full programme, you will follow 3 track-specific courses.
Focuses on the key and emerging theories that shape marketing management and marketing thought today. Core themes are the historical development of marketing thought, marketing strategy and consumer behaviour as the fundamental disciplines that marketing is built on, and the impact of current trends and digitisation on the function of marketing.
Establishes the importance of recent approaches and marketing analytics as key elements in understanding digital marketing in today’s world. Core themes are e.g. touchpoints and customer journeys on digital marketing platforms, search marketing and SEO, omni-channel customer management, and social media marketing and analytics.
Provides insight into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for businesses. Core themes are the roots of consumer behaviour in consumer psychology, the role of environmental factors (social, media, technological), and contemporary developments, such as the impact of ethics and innovations on consumer perceptions and behaviour.
Starbucks plans to make use of information derived from social media posts (Twitter, Instagram, Facebook etc.) to make better decisions about locations and design for new coffee stores in the Amsterdam region. It is your task to collect the relevant information, run the appropriate analyses, and develop sound recommendations to Starbucks management.
Examples of current and relevant digital marketing issues that could be discussed in class:
Graduates of the Master's in Business Administration/Digital Marketing track have excellent job prospects for positions in a wide variety of companies related to (digital) marketing and analytics, e.g.:
The professors are really approachableDennis Oostindie, track Digital Marketing Read about Dennis' experiences with this Master's
|Type||Regular study programme|
|Credits||60 ECTS, 12 months|
|Language of instruction||English|
|Starts in||February, September|