880207 :Online marketing (BDM/CD/HAIT)


Voertaal Engels
Werkvorm: Lectures and work groups (Geen informatie over collegetijden bekend)
Tentamenvorm: Written exam and assignments (Tentamenrooster)
Studielast:6 ECTS credits
Inschrijving:Inschrijven via Blackboard voor aanvang colleges
Blackboard informatieniet beschikbaar in Blackboard


dr. P.J.F.J. Broeder

dr. L. Janssen

Doel van de cursus (alleen in het Engels beschikbaar)

In the course we will focus from a marketing(communications) perspective on the online consumers as the end user of the online environment. We aim at a better understanding of the processes underlying their online consumer behavior.

At the end of the course, students will be able to

  • describe different approaches to online marketing and discuss their pros and cons;
  • list tools that can be used to enable online marketing and analyze their uses and limitations.

Inhoud van de cursus (alleen in het Engels beschikbaar)

The internet and other digital media have developed rapidly in the past decade. New hardware and software technology have turned the familiar marketing landscape completely upside down. Organizations continuously introduce new online products and services that evoke new consumer needs and desires. As a result, new consumer behaviors emerge. Although consumers increasingly develop knowledge of the internet, it remains the marketer's task to continuously monitor and educate consumers and to develop new online products and services based on insights into the consumers' use of the internet and their underlying motives.

In the course we will devote attention to consumer behavior from a marketing(communications) perspective. We will do so by using the following four themes as a steppingstone: Cooperate (eMarketing, online marketing research and communications, online consumer behavior and crowdsourcing), Create (web-development and design), Communicate (email, social and viral marketing, online advertising, mobile marketing), and Control (web-analytics and conversion-optimization). For each of these themes consumer principles and techniques that apply to the online environment are discussed.

Bijzonderheden (alleen in het Engels beschikbaar)

ISBN compulsory reading: 129207762X, 9781292077628, 1292077611, 9781292077611, 1292077646, 9781292077642

Verplichte literatuur

  1. Chaffey, D. and Ellis-Chadwick, F., Digital Marketing: Strategy, Implementation and Practice, Pearson 6th edn, NOT the 5th edn, 2016, ISBN See Specifics.
  2. Papers to be downloaded from the Internet.

Vereiste voorkennis


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