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Amsterdam Business School Amsterdam Business School
Master
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Digital Marketing (Business Administration)

The study programme

Virtually every organisation faces the challenges and benefits of digital developments on a daily basis, so you will explore the links between academic concepts and the real-life business environment throughout the track. Business partners like Google, ING and Starbucks offer guest lectures and business cases, which you will tackle with your fellow students.

The programme

Digital Marketing is one of the tracks of the Master's Business Administration. During your Master's you will follow 5 general courses and 3 track-specific courses. You will finish with a thesis. If you have a fundamental drive to challenge the corporate environment, you can participate in one of our Honours programmes.

COURSES SEM 1 SEM 2 SEMESTER 1 SEMESTER 2 EC
  • Ethics and the Future of Business
    4

    The purpose of this course is to explore the trends, core concepts, theories, and approaches of business ethics and corporate sustainability. The course is divided into a general part and a track-specific part.

  • Theories of Marketing
    6

    Focuses on the key and emerging theories that shape marketing management and marketing thought today. Core themes are the historical development of marketing thought, marketing strategy and consumer behaviour as the fundamental disciplines that marketing is built on, and the impact of current trends and digitisation on the function of marketing.

  • Business Seminar and Managerial Skills
    2
  • Consumer Behaviour
    6

    Provides insight into how people behave as consumers and discusses the theoretical and managerial implications of such behaviour for businesses. Core themes are the roots of consumer behaviour in consumer psychology, the role of environmental factors (social, media, technological), and contemporary developments, such as the impact of ethics innovations on consumer perceptions and behaviour.

  • Digital Marketing and Analytics
    6

    Establishes the importance of recent approaches and marketing analytics as key elements in understanding digital marketing in today’s world. Core themes are e.g. touchpoints and customer journeys on digital marketing platforms, search marketing and SEO, omni-channel customer management, and social media marketing and analytics.

  • Research Foundations & Thesis Proposal Digital Marketing
    6

    This course is meant to support you in writing you research proposal for you Master's thesis. During the course, you will learn how to change a general topic into a specific research proposal.

  • Business Seminar and Professional Skills 1 & 2
    2

    To prepare you for your professional career, this course is a combination of a series of corporate guest lecturers in Royal Theatre Carré and an offering of professional skills training e.g. Presentation Skills, Programming with Python and more.

  • Restricted-choice electives: Methods-Workshops
    2
  • Restricted-choice electives: Analysis-Workshop
    2
  • Restricted-choice electives: Business Lab Electives
    12

    In The Business Lab, you can choose from a wide selection of electives we call business labs. Each one is connected to a corporate partner. You will be challenged to solve real-world business issues, working in international teams and presenting your solution to the company.

  • Restricted-choice electives: Professional Skills
    —
  • Master’s Thesis Digital Marketing
    12
Compulsory course
Elective
Specialisation
Send me the clickable course schedule + programme summary Check more detailed information about the specific courses in the course catalogue

Honours programmes

Highly motivated students can participate in the Master's Business Administration Honours programmes Sustainability or Data Driven Management. These challenging programmes are a great chance to stand out for future employers.

The programme turned out not only theoretical, but also very practical. We learned how to apply the theories into complex real-life business cases. Miu Fong Kam - track Digital Marketing Read about Miu's experiences with this Master's
Experience the programme
Real-life case: locate and design Starbucks stores

Starbucks plans to make use of information derived from social media posts (Twitter, Instagram, Facebook etc.) to make better decisions about locations and design for new coffee stores in the Amsterdam region. It is your task to collect the relevant information, run the appropriate analyses, and develop sound recommendations to Starbucks management.

Frequently asked questions