Learning objectives

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

• Reading activities;
• In-class discussion; 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.
• Define approaches to test and optimise brand engagement.
• Create typologies of brand engagement on different social media platforms such as Twitter, Instagram, and YouTube.
• Create and code your online digital engagement research portfolio.

Extended 6 EC version

For students who need 6 EC in order to transfer their course back to their home university we offer an opportunity to acquire an additional 2 ECTS with our special extended version. This means you will attend the two-week course and, after finishing the course and returning home, work on the extra assignment under online guidance of one of our lecturers. You can hand-in your assignment up to 4 weeks after the course ends (by e-mail).

By the end of this course, you will (in addition) be able to:

• Reflect (in an academic context) on digital brand engagement across markets and industries.
• Conceptualise managerial implications from your applied research during the summer course.