Business 4: Digital Business & Digital Marketing
Niveau
Bachelor
Learning outcomes of the courses/module
The participants:
• can describe the fundamentals of online business, including the various e-commerce models, online marketplaces, and platforms
• can describe different e-commerce business models and apply payment processing, security, and data protection aspects in online commerce
• can use web analytics tools such as Google Analytics to measure website traffic and conversion rates
• can apply techniques to increase conversion rates, conduct A/B tests, and design the user experience on websites
• can describe basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
• can explain current trends in web business and web marketing and analyze future developments, including AI, chatbots, and voice search
• can describe the fundamentals of online business, including the various e-commerce models, online marketplaces, and platforms
• can describe different e-commerce business models and apply payment processing, security, and data protection aspects in online commerce
• can use web analytics tools such as Google Analytics to measure website traffic and conversion rates
• can apply techniques to increase conversion rates, conduct A/B tests, and design the user experience on websites
• can describe basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
• can explain current trends in web business and web marketing and analyze future developments, including AI, chatbots, and voice search
Prerequisites for the course
none
Course content
- Introduction to Web Business: basics of online business, e-commerce models, online marketplaces and platforms
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search
Recommended specialist literature
- Chaffey, D. (2015): Digital Business and E-Commerce Management, 6th edition, Harlow: Pearson
- Scott, D. M. (2009): Die neuen Marketing- und PR-Regeln im Web 2.0, mitp Verlag
- Weller, R. (2021): Content Design: Das Handbuch für Conversion-orientierte Content Marketer, Webdesigner & Unternehmer, Carl Hanser Verlag GmbH & Co. KG
- Hassler, M. (2019): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Website optimieren (mitp Business), mitp
- Scott, D. M. (2009): Die neuen Marketing- und PR-Regeln im Web 2.0, mitp Verlag
- Weller, R. (2021): Content Design: Das Handbuch für Conversion-orientierte Content Marketer, Webdesigner & Unternehmer, Carl Hanser Verlag GmbH & Co. KG
- Hassler, M. (2019): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Website optimieren (mitp Business), mitp
Assessment methods and criteria
Portfolio exam
Language
German
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
Presentations, group work, presentation and discussion, case studies
Semester/trimester in which the course/module is offered
4