Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Digital Marketing and Technology for Commerce
Course Number:
Course Description:
Multiple channel realities (offline, online, mobile, IoT) and the ongoing fragmentation of customers: How to get in charge and understand the customer journey?
Immersive technologies, hyper-realities and the future of consumerism: How to deal with augmented reality in shopping? And, how do e-capabilities play a role?
Digital personalization with recommendations: To me, for me, about me and automatic (social) tailoring. Does it impact firm performance?
Impact of ratings and reviews: The ego likes to be social and shares with conviction. A valance and impulsive buying perspective.
Branding and social media reputation management: Co-created brand stories and digital communication realities. Effects of firm’s tone of voice and response strategies. Influencer marketing: The new hot promotion tool for branding purposes that seems to put advocacy on steroids. But, how effective is it?
Blockchain and crypto(mania?): Will it ever become a retail reality that creates value or is it just a financial instrument
Language:
English
Approved Equivalent:
INTS 399
Attachment Files:
