Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Consumer Science for Online Commerce
Course Number:
E_MFEO_CSOC
Course Description:
The digital age has ushered in a new era of consumer behavior, transforming how people interact with businesses and make purchasing decisions. With the rapid advancement of technology, rise of digital platforms, and widespread adoption of smartphones, companies face unique challenges and opportunities. The ability to understand, adapt, and respond to evolving consumer behavior in the digital age has become imperative for businesses survival and growth in a fiercely competitive market.
In this course you are inspired and challenged to discover the possibilities and consumer response to digital developments. Some of the topics we will cover include multiple channel realities, consumer behavior during the three important moments of customer journey online (search, purchase, and post-purchase), online marketing activities (e.g., online advertising, influencer marketing and brand-generated content on social media), mobile commerce and promotion, and electronic word of mouth.
Language:
English
Approved Equivalent:
MKTG 315
Attachment Files:
Studyguide (14)_4.pdf
