Digital Marketing & Content Creation (E)

Bachelor

The students
• know the modern methods of e-marketing and social media marketing.
• know the context of online marketing strategies.
• can apply the concept of 4P, 5P and/or 7P to e-Marketing.
• know the necessary organizational requirements for successful e-Marketing.
• can independently develop and evaluate e-marketing strategies.
• know the fundamentals of corporate communication.
• know the most important theoretical approaches as well as the instruments for strategic planning and optimization of corporate communication.
• can identify and apply communication-related measures for crisis prevention and crisis management.
• understand how digitalization influences and transforms corporate communication.
• know which digital media can be used for corporate communication.
• know what content creation means and can distinguish the term from that of a content manager.
• can create texts, blog articles, and posts for distribution via social media.
• can produce videos and photos suitable for use on social media.
• know how to plan and manage social media profiles.

None

Part A: Digital Marketing
• Background knowledge on e-commerce (customer expectations and requirements; social, legal & ethical issues).
• Online and social media marketing strategies
• Online and social media goals
• Digital marketing tactics (search engine optimization [SEO], content marketing, inbound marketing, social media marketing, pay-per-click, affiliate marketing, native advertising, email marketing, online PR)
• e-Marketing mix and extension of the 4P in the online context
• Organizational requirements for digital and online marketing
• Monitoring, measurement, online reputation management & public relations

Part B: Corporate Communication
• Corporate strategies (offensive and defensive strategies, including digitalization)
• Development strategies (cooperation strategies, coopetition, internationalization strategies)
• Functional strategies (procurement, production, marketing, human resources, finance, and R&D strategies)
• Content-related steps of the strategic management process; strategic analysis.

Part C: Content Creation
• Definition of content creation and distinction from content management
• Creation of texts, blog articles, and posts for social media
• Creation of visual and audio content (videos, photos, podcasts, graphics, etc.)
• Planning and management of social media profiles

• Berens, A., & Bolk, C. (2023). Content Creation mit KI: Das neue Buch zu ChatGPT, DALL-E, DeepL Write und Co. Einsatz im Marketing, Redaktion, Content-Erstellung, Recherche und mehr. Bonn: Rheinwerk Verlag.
• Beilharz, F. (2021). Crashkurs Digitales Marketing: Social. Local. Mobile.. Freiburg: Haufe-Lexware.
• Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. London, UK: Kogan Page.
• Kirf, B., Eicke, K.-N., & Schömburg, S. (2020). Unternehmenskommunikation im Zeitalter der digitalen Transformation: Wie Unternehmen interne und externe Stakeholder heute und in Zukunft erreichen. Wiesbaden: Springer Verlag.
• Löffler, M., & van Tübbergen, C. (2023). Content 360 Grad: Das Praxishandbuch für Content-Strategie und Content-Marketing – für alle Content-Disziplinen von Text bis Podcast. Bonn: Rheinwerk Verlag.
• Salzer, E., Johannsen, K., & Reinhold, T. (2023). Erfolgsfaktor Unternehmenskommunikation: Alles, was Entscheider wissen müssen. Wiesbaden: Springer Verlag.

Exam
Presentation

English

6

The course is conducted in a blended-learning-format. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

3