Introduce the broad means available to today’s online businesses to: promote their brands, goods and services, assess and manage their identity and reputation, acquire and retain customers through active marketing efforts, coordinate marketing activities across channels, create a community and involve users in feedback and co-creation as well as measure their interactive marketing strategy success.
Prepares students for the future world of online marketing and advertising, which today already proves to be much broader than just traditional marketing activities being transferred online.
The future business leader will need to know what online channels are available, in which channels their customers and their audience can be found, as well as what data and tools are at their disposal to both reach a specific target group (content creation, distribution, engagement) as well as evaluate the impact of marketing efforts across channels (monitoring, analytics, information visualization).
Offer students the opportunity to work with state-of-the-art tools and learn how marketing activities can be set up, executed, monitored, optimized and evaluated in a practical learning environment.
In a world where businesses still struggle to find graduates skilled in the latest online technologies and channels for their marketing and communication departments, this specialization provides the necessary skillset to set up and lead successful online marketing and communication efforts.