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Online Marketing


Admission requirements

Required course(s):



The course online marketing gives you an introduction into the world of marketing, and online marketing in specific. Nowadays marketing is all about creating value for your customers and building long-run relationships with them both in social and business environments. The online environment is an ideal instrument to accomplish these relationships and will be the main focus of this course.

To put it in layman’s terms, online marketing is the promotion of products or brands via one or more forms of digital media. However, digital marketing isn't merely adding digital channels to the media mix; it is about integrating digital into all facets of marketing.

In respect to the minor Social and Business Entrepreneurship this course focusses more deeply on entrepreneurial online marketing. While traditional marketing focuses on organizations which operate in a stable market environment and addresses clearly perceived customer needs, entrepreneurial marketing refers to situations where the environment is uncertain, market conditions change rapidly, and customer needs are not clear. Start-ups are looking for new opportunities to create value for customers, and ways to translate their creative ideas into a viable business. This course will help you to identify how online marketing can be of help for start-ups to get traction and awareness for their new products/services, and how to reach out to your potential target groups. It will guide you how to differentiate yourself in the complex online environment.

Course Objectives

After completing this course you will be able to:

  • Have insight in the role of marketing as problem area, as philosophy, and as management activity.

  • Clarify the role of (online) marketing within an organization, thereby distinguishing the strategic and operational implications of the marketing strategy;

  • Apply the basic terms, models and established concepts from academic literature in analyzing different cases and commercial situations of companies, and formulate best practices and solutions;

  • Explain how the digital evolution has changed and is still changing the business world an what implications can be drawn for firms' marketing practices;

  • Combine concepts from the disciplines of marketing, innovation and entrepreneurship;

  • Apply theoretical concepts about entrepreneurial marketing to real-life business situations;

  • Argue and defend chosen opinions and points of view related to the (online) marketing strategy of real-life companies and start-ups, based on the case method of the Harvard Business School;

  • Describe the current trends and the state-of-the-art of scientific research with regards to digital marketing.


Timetables for courses offered at Leiden University College in 2021-2022 will be published on this page of the e-Prospectus.

Mode of instruction

Each week starts with a lecture that contains an explanation of the applicable course material. The second session of the week is used for case discussions in a workshop style of teaching. The case discussions are founded on participant centered learning and the case methods of Harvard Business School.

Assessment Method


Reading list

Articles will be distributed through Brightspace.


Courses offered at Leiden University College (LUC) are usually only open to LUC students and LUC exchange students. Leiden University students who participate in one of the university’s Honours tracks or programmes may register for one LUC course, if availability permits. Registration is coordinated by the Education Coordinator,