16 July 2021
Digital Brand Engagement
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.
This course is offered in a Regular (4 ECTS) and an Extended (6 ECTS) version.
Simeona Petkova and Bjorn Martin van den Berg
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.
By the end of this course, you will be able to:
•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.
6 ECTS - Extended version
EUR 975: 4 ECTS
EUR 1075: 6 ECTS