Online Marketing
Niveau
Consolidation
Learning outcomes of the courses/module
Students acquire comprehensive knowledge of online marketing and are proficient in key channels and formats, including search engine marketing (SEM), social media marketing, and the application of artificial intelligence. They are capable of critically analyzing the opportunities and risks associated with digital marketing initiatives. Furthermore, they are able to evaluate and compare different online marketing instruments, assess their effectiveness, and formulate evidence-based recommendations for practical optimization.
Prerequisites for the course
Modul MGL
Course content
Online marketing measures are presented. From search engine marketing and AI in marketing to marketing on one’s own and other websites. Special features of these forms of marketing are addressed as well as target group approach, costs and impact measurement.
Recommended specialist literature
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Lammenett, E. (2025). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content-, Social-Media-, Amazon-, Voice-, B2B-, Sprachassistenten- und E-Mail-Marketing, Google Ads, SEO, künstliche Intelligenz (9th ed.). Springer.
- Kreutzer, R. T. (2022). Online Marketing (3rd ed.). Springer.
- Lammenett, E. (2025). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content-, Social-Media-, Amazon-, Voice-, B2B-, Sprachassistenten- und E-Mail-Marketing, Google Ads, SEO, künstliche Intelligenz (9th ed.). Springer.
- Kreutzer, R. T. (2022). Online Marketing (3rd ed.). Springer.
Assessment methods and criteria
written exam
Language
German
Number of ECTS credits awarded
6
Semester hours per week
Planned teaching and learning method
Seminar, group work, case studies, discussions, e-learning
Semester/trimester in which the course/module is offered
4