Digital Marketing & Communication

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


Digital Marketing Communication prepares students to deal with the rapid and ongoing changes in the fields of consumer behaviour, digital technologies, data management, and digital marketing. These developments require organizations to find and adopt marketing communication strategies aimed at individual consumers within their social networks and different stakeholders from society. In this specialization, we collaborate with the MSc programme Business Administration.

A comprehensive understanding of consumer behaviour is the backbone for identifying the most important academic, professional and societal developments in the field and to reflect upon them with a critical and creative mind. You will get an overview of the impact of the use of data and data management in marketing and the societal consequences involved, such as privacy concerns, regulations and ethical conduct in the use of (big) data. As a digital marketing communication strategist, you will be expected to explore a range of theories, tools and perspectives on marketing (communication) is input for digital strategies for organisations within our modern society. As such digital strategists act as intermediaries between data(-scientists), consumers and organisations.

Based on data analysis and your understanding of consumer behaviour, you will explore important themes that relate to the field of Digital Marketing Communication:

• How do business information strategies impact decision making of various stakeholders of organizations, amongst which consumers?

• How do today’s leading firms use information technology and data management to create and exploit new business intelligence and to help them stay ahead of the competition?

• What does effective advertising and marketing communication mean in the fast changing digital world?

• How do internet and social media as ‘signs of these times’ sometimes result in damaging and dangerous symptoms and behaviours such as FOMO (‘fear of missing out’) and inappropriate smartphone usage (for instance while driving)?

• How do ‘big data’ analytics allow companies to use (and sell) consumer data (data about every step consumers take online) and to create so-called filter bubbles made up of cookies, personalized ads, and website content, and what are the consequences of such developments on society?

Programme structure

Specialization courses (one course of 5 credits):

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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