Digital Brand Engagement with Data Story Telling

Consumers have more control over social media channels than over any other channel, which means that brands really need to become more agile with their digital brand engagement practices. However, it is not always clear how customer engagement can be nurtured and measured.

The Digital Brand Engagement summer course offers you the opportunity to bring yourself up to speed with current and relevant academic developments in the field of consumer branding and digital engagement. Through interaction with different subject matter experts, case studies and social media listening tools, you will be approaching the topic of engagement from different angles.

This course is offered in a Regular (4 ECTS) and an Extended (6 ECTS) version.

Course content

For the duration of two weeks, we will actively and intensively analyze and work with academic and practitioners' considerations regarding engagement on online (social) platforms. For a maximum experience that will lead you to the desired outcomes, we have designed several assignments. During these 2 weeks you will have guest lectures who are experts in the field, as well as company visits which offer a real perspective of brand management and online brand strategies application.

After this course, you can:

  • Understand the brand fundamentals and the Integrated Marketing plan implications in the digital environment.
  • Explain various theoretical and research frameworks of brand management and online brand engagement.
  • Apply various ways of measuring brand engagement along the customer journey.
  • Identify typologies of brand engagement on different social media platforms.
  • Develop an online value proposition to engage customers that are aligned with the overall branding strategies.

For more details about the contents and assessment of the course, please consult the course guide.

For whom

You are a student in a bachelor's (year 2 and above) or master's degree programme, or are a professional already working. You have basic knowledge of marketing. You are prepared to join an internationally diverse class. You have a good command of the English language at upper intermediate level – B2 in the Common European Framework of Reference.


Dr. Alexandra Benitez

Dr. Alexandra Benitez is a Lecturer of Marketing specialized in Brand Management with a focus on the following areas: Consumer Branding, Digital Marketing, Luxury Brand Value, Branding building, Consumer Research. She owns extensive international experience playing different marketing roles and working with worldwide companies as GoodYear, Accenture, Google in Spain, Iberia, EMEA and UKI respectively.

Dr. Joseph Brady

Dr. Joseph Brady is a Lecturer of Marketing specialized in Sales & Marketing Strategic Management. He has experience working with several major Fortune 500 companies and has worked with well-known companies such as Merck and Black & Decker. Some of his project researches are linked to The challenges of managing & working in international virtual teams.

HoD Drs. Richard Reese

As entrepreneur in professional services industry, Richard has over 25 years of experience in different sales and management roles. He works at the Amsterdam School of International Business, where he is head of one of the largest departments. Richard holds a master’s degree in International Marketing from the University of Maastricht, where he studied under Prof. Dr. Geert Hofstede, founder of intercultural diversity theories. He is fluent in Dutch, English, and Romanian and understands German and French.

Practical information

Mode Short-term
Language of instruction English
Type of assessment

4 ECTS version – percentages of total grade
Individual assignment 50% (mandatory)
Group assingment 50% (mandatory)

Extended 6 ECTS version – percentages of total grade
Individual assignment 50%
Group assignment 50%
Individual essay assignment (online assignment): Pass/fail


6 ECTS - Extended version

Application deadline

Deadline for application with a guarantee on housing: 22 May 2022
Deadline for application without a guarantee on housing: 1 June 2022

Course level/ Entry requirements Bachelor student (2nd year and above), master student or professional with basic knowledge of marketing and good command of the English language. You can test your English through the online Cambridge test.
Start/End-date 4 - 15 July 2022
Study load 80 contact hours + 40 self-study hours (4 ECTS version) / 60 self-study hours (6 ECTS version)
Tuition fee € 995.00 – for 4 ECTS
€ 1.390.00 – for 6 ECTS (including online coaching for extra assignment)
Type of diploma Certificate Amsterdam University of Applied Sciences Summer School
Housing (options and costs) For more information, please visit our housing webpage.
More information

This course is offered by AMSIB (Amsterdam School of International Business) which is part of the faculty of Business and Economics. AMSIB has international EQUIS EFMD accreditation.

Published by  AUAS Summer School 16 June 2022