Tools of Digital Marketing

1.Master cycle

The participants:
• can analyze and describe the central role of communication in the age of digital marketing
• can explain communication effects and design communication on this basis
• know the most important tools of online marketing, can explain how they work and actively design the corresponding tools and methods
• know approaches to coordinate and harmonize the various tools with each other. Based on this, they are able to develop online communication strategies and implement them within the framework of an integrated communication concept
• are able to measure the success of communication measures and develop improvement concepts on this basis

none

• Brand and marketing in the digital age
• Objectives in digital marketing management
• Integrated marketing communication
• Offline and online tools
• Social media marketing, social media trends
• Content marketing and blogging
• Search engine optimization
• Search engine marketing
• Online advertising, website marketing
• Online communication strategies and other online marketing tools

Meffert, J.; Meffert, H. (Hrsg.) : Eins oder Null: Wie Sie Ihr Unternehmen mit Digital@Scale in die digitale Zukunft führen.

Bruhn, M.: Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung.

Kotler, P.; Kartajaya, H.; Setiawan, I.: Marketing 4.0: Der Leitfaden für das Marketing der Zukunft.

Portfolio work

German

5

2.5

ILV (Blended Learning, Inverted Classroom)

3

integrated lecture

Compulsory