Amsterdam, Netherlands

Digital Brand Engagement

when 6 July 2020 - 17 July 2020
language English
duration 2 weeks
credits 4 EC
fee EUR 1250

Due to the coronavirus outbreak, all our programmes for 2020 have been cancelled. We will return in July 2021 with a brand new programme. Details will be available on our website.


Businesses and brands alike are using social media to engage with their customers, and they are continuously looking for better ways to do it. This course teaches you state of the art knowledge in online social media interaction and brand engagement. Students will participate in a series of workshops on storytelling with data. They will further work on a real company's dataset which they will analyse, add on, clean, visualise, and showcase.

Consumers have more control over social media channels than over any other channel which means that brands really need to become more agile with their digital brand engagement practices. However, it is not always clear how customer engagement can be nurtured and measured.

The course offers you the opportunity to bring you up to speed with current and relevant academic developments in the field of digital engagement. Through interaction with different subject matter experts you will be approaching the topic of engagement from different angles.

By embracing your digital engagement research you and your team will cross the academic field with managerial implications in an assignment for MTV Europe in Amsterdam.

At the end of the course you will present your findings together with your project group. You will also visit MTV in the exciting building of Viacom International Media Networks located in the North of Amsterdam, which also includes networks such as Nickelodeon, Comedy Central, and Branddeli.

Course leader

Simeona Petkova and Bjorn Martin van den Berg

Target group

You are a student in a bachelor's (year 2 and above) or master's degree programme, or are a professional already working. You have basic knowledge of marketing. You are prepared to join an internationally diverse class. You have a good command of the English language at upper intermediate level – B2 in the Common European Framework of Reference

Course aim

By the end of this course, you will be able to:

•Reading activities;
•In-class discussion; Critically review the concept of brand engagement.
•Review various ways of measuring brand engagement.
•Explain various frameworks of online brand engagement.
•Set goals and define online value propositions to engage customers using different digital channels that are aligned with the overall branding strategies.
•Evaluate brands’ digital marketing strategies and make strategic recommendations to increase engagement.
•Define approaches to test and optimise brand engagement.
•Create typologies of brand engagement on different social media platforms such as Twitter, Instagram, and YouTube.
•Create and code your online digital engagement research portfolio.

Credits info

4 EC
6 ECTS - Extended version

Fee info

EUR 1250: 4 ECTS
EUR 1645: 6 ECTS