Digital Marketing & Communication

This specialization belongs to the master's programme Communication Studies.


The rise of the internet, smartphones and social media have drastically changed the marketing communication profession. The influence of traditional advertising strategies such as television and radio commercials and print advertisements is decreasing. Instead, companies are increasingly using the benefits offered by the internet, which leads to entirely different marketing communication strategies. The internet and social media offer unprecedented possibilities of learning about the needs and preferences of consumers, building relationships with them, tailoring and personalizing messages, and monitoring effects. At the same time, there are growing concerns about privacy and autonomy, and people seem to be getting tired of social media and especially online advertising. This specialization focuses on the intersection between marketing communication, digital media, and big data analytics.


Companies have to constantly adjust their marketing strategies to fit in today’s media landscape. Many companies are trying to find ways to optimally integrate social media in their marketing communication strategy. At first, companies opened Facebook and Twitter accounts, trying to build relationships with customers. They often copied offline advertising strategies in the online environment. Nowadays, we can see the emergence of more sophisticated ways of using the internet for marketing purposes, such as content marketing, influencer marketing, 24 hour chatbots, and personalized ads. This specialization focuses on the strategies that are or can be used by companies, but also on the downsides of digital marketing communication. 

Examples of questions we address are:

  • What are the benefits of content marketing compared to traditional advertising?
  • How do marketers balance authenticity and control in influencer marketing?
  • How do customers experience chatbots?
  • How effective are personalized advertisements in social media?
  • How do companies use their Facebook, Twitter or Instagram accounts?


The internet, smartphone apps and the internet of things enable companies to collect real-time data about customers and potential customers. Think of data about media use, earlier purchase behaviours and interests, lifestyle, location, and social activities. Such data can be combined and used to generate either individual or generic consumer profiles. Companies can use these profiles to target specific customers at specific times and specific places. However, there are growing concerns about privacy and misuse of data, which already have resulted in new legislation.

Examples of questions we address are:

  • How do ‘big data’ analytics allow companies to target specific consumers?
  • How do consumers react to strongly personalized product promotion attempts?
  • How do companies use Google Analytics to optimize their marketing strategies?
  • How can communication professionals raise the privacy awareness of consumers?

Programme structure


First semester

  • E-Strategizing
  • Advertising and Consumer Psychology
  • Advanced Big Data Analytics

Second semester

  • Advanced Topics in Digital Marketing
  • Advertising and Consumer Psychology
  • Trust and Risk

Note: The range of specialization courses and the block in which the courses are offered may vary from one academic year to the next. No rights may be derived from the information.

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