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Online Marketing




Admissions requirements



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 is merely adding digital channels to the media mix; it is about integrating digital into all facets of marketing.

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 analysing 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;

  • Argue and defend chosen opinions and points of view based on the Harvard Business Cases with respect to models and theories of (online) marketing;

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


Once available, timetables will be published here.

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. Also Harvard Business Cases are used to address the topics of the lectures in practice.


Participation weekly, 20%
Weekly written essay on the Harvard Business Case, 30%
Presentation, 20%
Individual report, 30%


There will be a Blackboard site available for this course. Students will be enrolled at least one week before the start of classes.

Reading list

Articles will be distributed through Blackboard.


This course is open to LUC students and LUC exchange students. Registration is coordinated by the Curriculum Coordinator. Interested non-LUC students should contact

Contact, 071-5278803