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Digital Brand Engagement

Businesses and brands alike are using social media to engage with their customers, and they are continuously looking for better ways to do it. This course teaches you the state of the art in online social media interaction and brand engagement.

Because consumers have more control over social media channels than over any other channel, brands really need to know what they are doing with their customer base. However, it isn't always clear how engagement can be achieved and measured.


By the end of this course, you will be able to:

  • Critically review the concept of brand engagement.
  • Review various ways of measuring brand engagement.
  • Explain various frameworks of online brand engagement.
  • Set goals and define online value propositions to engage customers using different digital channels that are aligned with the overall branding strategies. 
  • Evaluate brands digital marketing strategies and make strategic recommendations to increase engagement. 
  • Create a roadmap and online communication plan to implement the strategy.
  • Define approaches to test and optimize brand engagement.
  • Create typologies of brand engagement on different social media platforms such as Twitter, Instagram, and YouTube.  


Week 1: Lectures on several related topics. You get to write a paper on brand engagement analytics.

Week 2: Master classes from business practices. You get to work on a group project: comparing brand customer engagement performances across various channels and making strategic recommendations to improve.  

 Entry requirements

 Basic knowledge of Marketing.
 Undergraduate level with good command of the English language  (upper intermediate level)
 Also suited for graduate level students and professionals

 Language  English
 Start/End-date  Monday 3 July - Friday 14 July 2017
 Study load

 5 days per weeks from 09.30-17.00
 excluding homework and project preparations

 Credits  4 EC

Tuition fee

 € 800,00

Early bird discount (apply before 1 April 2017)

 € 50,00
Discount for students from partner universities  € 50,00
 Type of diploma

 Certificate Amsterdam University of Applied Sciences

Course leader and contact

The course leader for this Summer School course is  Simeona Petkova

If you have any practical questions please contact

Location Summer School

Published by  Amsterdam School of International Business 20 July 2017