Amsterdam, Netherlands

Digital Marketing and Technology for Commerce

online course
when 3 July 2021 - 17 July 2021
language English
duration 2 weeks
credits 3 EC
fee EUR 650

Social media and influencers. Crypto and the holy blockchain. Digital self-service and personalization. Augmented and virtual reality. Big data and omnichannel. If these terms don’t ring a bell, you spent the last decade on a (hopefully well deserved) sabbatical in Plato’s cave. Or hopelessly lost in a dark deepfake funnel.
Social media and influencers. Crypto and the holy blockchain. Digital self-service and personalization. Augmented and virtual reality. Big data and omnichannel. If these terms don’t ring a bell, you spent the last decade on a (hopefully well deserved) sabbatical in Plato’s cave. Or hopelessly lost in a dark deepfake funnel.

Whether digital technology turns out to be the savior of humanity – who cares about natural resources when your brain is catching some R&R in the cloud? – remains to be seen. What we do know, is that we’re just at the beginning of a completely digitized future. Call it hyperreality or, even hipper, on-life: resistance is futile, I wouldn’t know where to begin. Not that anybody in the field of marketing even wants to resist, because digital is the key to the customer’s heart.

Except: which key do you use and when? To answer that, you’d have to be tech savvier than a newborn. But fear not, for help is at hand. In the form of a course that lets you speed date with all of the relevant digital developments for marketing. As a bonus, it puts them all in a strategic context. So, if you can’t see the hyper reality e-profile through the augmented funnel? Don’t know your ET from your IoT? And think API is a kid’s cuddly toy? Inject yourself with this healthy shot of digital steroids!

Course leader

Emile Lancée

Target group

This course is for advanced Bachelor’s and Master students interested in digital marketing for retail. PhD students and professionals are also very welcome to sign up for the course. If you have doubts about your eligibility for the course, please let us know. Our courses are multi-disciplinary and therefore are open to students with a wide variety of backgrounds. In the course we do spend a significant amount of time on interpretation of research outcomes as well as some methodologies to understand the impact of findings. It is a healthy mix of theory, practice and academic methodologies.

Course aim

At the end of the course you will:
• Understand the role of innovation from a marketing strategy perspective.
• Understand innovation processes and the role of creativity within them.
• Understand and be able to apply the basics of design thinking.
• Be able to identify, analyse and explain an effective, creative concept leading to an innovation success.
• Be able to apply theoretical concepts, frameworks and models to cases, illustrations and examples.
• Understand individual and group creative processes.
• Be able to form an innovative team and you will understand the challenges inherent to its management."
"At the end of this course you can:
• Evaluate the quality of quantitative data sources.
• Choose the appropriate method for an analysis, depending upon the data source.
• Conduct various statistical tests.
• Analyse data using generalized linear framework.
• Decide when and how to use dimension reduction.
• Conduct and interpret factor analysis.
• Enjoy your developed programming skills.
"
In this course we recognize several learning objectives, which are outlined in detail on the course website: Academic Skills, Quantitative Skills, Knowledge, Bridging Theory and Practice, and Broadening your Horizon. These objectives are in line with the objectives formulated in many Master courses.

Credits info

3 EC
Contact hours: 45
Do you want to make the most out of your summer? You can combine this course with a course in session 2 to create a 4-week summer school.

Fee info

EUR 650: The tuition fee of a two-week course depends on your situation and ranges from €850-1150. This tuition fee includes:
- Two week course;
- Exclusive content for a limited number of students;
- Transcript of records with a maximum of 3 ECTS (European study credits);
- Certificate of attendance after completing the course;
- Individual/group guidance from professor;
- Interactive classes;
- Full support from the summer school team;

Scholarships

VU Amsterdam Summer School offers three kinds of scholarships: the Academic Scholarship, the Photographer Scholarship and the Vlogger/Videographer Scholarship. More information can be found on the VU Amsterdam Summer School website.

Register for this course
on course website