Digital Marketing and Metrics- Period 5

In the past decade, the Internet has caused fundamental changes in the way we live, learn, and do business. For marketers, the intense use of digital media, and the widespread adoption of smartphones has truly revolutionized the way marketing 'is done'. More than ever before, word of mouth and consumer communities are considered important market forces that influence consumer decision-making all along the purchase process. Moreover, companies are increasingly adopting a business logic based on co-creating value propositions with customers. Marketing, as a functionthat is closest to the consumer, plays a key role in giving shape to this new era in business management. With today's consumers continuously connected online, it is imperative for marketing managers to monitor the customer journey online in order to fully understand the impact of their marketing activities and plan successful new online marketing strategies. However, in the era of big data, managers often do not know which metric to focus on and how to extract valuable information from the data at hand. By the end of this course, you will be able to assess qualitatively and quantitatively online marketing strategies during three important moments of the customer journey online: (1) Product search; (2) Purchase; (3) Post-purchase. For each moment, you will identify which factors play a bigger role in influencing consumers? attitude and behaviour, based on the literature and your own analyses. You will also be able to use the information obtained to evaluate the ROI of digital marketing and social media campaigns and build a successful online marketing strategy.

Contact hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam.