Online Marketing(E)

Consolidation

Students possess foundational knowledge in online marketing and are familiar with key channels and formats, including search engine marketing (SEM), social media marketing, and the application of artificial intelligence. They are able to critically identify and evaluate the opportunities and risks associated with digital marketing initiatives. Furthermore, they can systematically compare different online marketing instruments and assess their relative effectiveness.

Module MGL und MMT

Online marketing measures are presented. From search engine marketing and e-mail 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.

- 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.

Exam

English

5

Integrated course, group work, case studies, discussions, e-learning

4