Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Digital Marketing and Metrics
Course Number:
E_EBE3_DMM
Course Description:
In the past decades, the Internet has caused fundamental changes in the way we live, learn, and do business. The intense use of digital media, the widespread adoption of smartphones, or the rise of digital platforms, they have all revolutionized the practice of marketing. More than ever before, online word-of-mouth and social media 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 function that 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 understand and evaluate the customer journey online in order to fully understand the impact of their marketing activities and plan successful new digital marketing strategies.
Language:
English
Approved Equivalent:
Pending For Approval
Attachment Files:
Studyguide (16)_9.pdf
