Universiteit van Amsterdam (UVA) • Consumer Marketing

Integrated complete summary of the literature, lectures, knowledge clips and at the end the reading questions with detailed answers for the Theories of Marketing exam. The five topics explain the concepts, their connections and their practical use. Examples from the lectures show how to recognize each concept in a product, brand or customer situation. I added al the figures from the lectures. “Lecture focus” boxes give concise explanations of the central points. Detailed research proce...

Study material for the Theories of Marketing course at Universiteit van Amsterdam, covering all the literature! It also contains relevant figures from the articles. Includes foundational frameworks for marketing strategy formation. Essential reading for understanding how to develop coherent marketing strategies and apply core marketing concepts like market segmentation, decision-making units, and core competencies. I also made a summary that includes the lectures, knowledge clips and r...

Summary of the Branding course at Universiteit van Amsterdam covering weeks 1-6 of the 2025/2026 academic year. Topics include brand equity and value chains, brand associations and attitudes, corporate social responsibility and brand activism, brand resonance and salience, brand building tools, and branding strategies. Essential study resource for understanding core branding concepts with curated academic references and clearly structured weekly breakdowns, perfect for exam preparation. The summ...

Exam material from the Online Marketing course (6314M0268Y) at Universiteit van Amsterdam covering search engine optimization and digital marketing fundamentals. The document includes detailed lecture notes on SEO principles, Google search algorithms, SERP structure, ranking factors, and topic analysis techniques with practical applications. These well-organized notes are ideal for exam preparation and consolidating key concepts from the course lectures. Both the study notes & the slides are inc...

This document is an extensive summary for the course Marketing Communications and contains the key points of all the articles that are in the reading list and relevant for the exam + a summary of all the lectures.

Summary of all the readings that are exam material for Consumer Research in Marketing 2022/2023

This document contains an extensive summary from the knowledge clips and reading papers that are materials for the final exam. Also some important notes from the Q&A session are included.

This document includes all lectures and articles from the general part of the course for the both the marketing and business administration tracks.

This summary includes all articles and knowledge clips and discusses some of the lectures.