Marketing

Do you want to work in the growing field of digital marketing and develop the analytical skills needed for our increasingly complex media landscape? This specialisation (DM&A) is designed to provide you with a deep understanding of the digital landscape, including the latest digital marketing strategies, tools, and technologies. Through the use of customer analytics and big data, you will gain practical skills in generating valuable insights about customers to improve marketing performance and return on investment.

The Digital Marketing and Technology for Commerce elective surveys key concepts and recent developments in the broader area of digital commerce, covering digital customer journeys, augmented reality, personalization, influencer marketing, reviews and ratings, web/app design, (price) transparency, and mobile commerce and promotion. It facilitates students that have a special interest in key concepts that drive success in digital commerce. 

The Advertising and Media Channels elective teaches students about the changing ways in which companies and consumers interact and communicate, how advertising works in a social media world, how to manage multiple media channels, and evaluate the effectiveness of advertising. This course blends theoretical concepts with analytics, using a hands-on approach with real-world data.

Many graduates want to pursue careers in brand management, customer relationship management, or as a general marketing manager, both in B2C and B2B industries. This specialisation (B&CM) is designed to support you if you have such a career goal! 

In the Customer Experience Management elective, you will learn e.g., how to analyse and optimize customer journeys, how to infuse technologies in your customer relationships, and understand how companies can design integrated experiences across different channels and touchpoints. 

In the Brand Management elective, you dive into the world of brand management and you will learn how to incorporate the perspectives of consumers, firms and employees when managing brands, including topic like brand purpose and activism, brand extensions, brand equity and loyalty.

Passionate about leveraging the power of marketing to create a better world? This specialisation (S&SI) is designed for future marketing professionals who want to go beyond traditional marketing practices and apply their skills to promote consumer well-being, protect the planet, and strengthen societies. Graduates of this specialisation can pursue careers in various industries as companies recognize the need to contribute to sustainable development and are transforming their practices, products, and business models accordingly. The specialisation also prepares students for careers in non-profit and governmental organizations or consultancies working in researching and developing sustainable solutions for companies.

Within this specialisation, you will take several electives to gain theoretical and practical insights into sustainable marketing. In the Behavior Change Management elective, you will learn how to use behavioral theory to influence individuals to make better decisions and improve the well-being of themselves and others. You will gain hands-on experience in designing marketing interventions to tackle the urgent issues of the society including climate change, social inequality, corruption, or health emergencies. 

In the Sustainability Marketing elective, you will explore how marketing can be used to foster sustainable practices and behaviors in firms, among consumers, and in society at large. You will learn to strategically respond to the pressing needs of the society while improving the bottom line of businesses. In sum, these courses will prepare you for a meaningful career path in marketing while also contributing to positive change in the world.