Digital Marketing

Within the context of the fundamental course at the master level, students independently review previously acquired marketing fundamentals while the challenges of marketing communication in digital media are introduced subsequently.

Central course content includes the following areas:
- Situational analysis
- Target definition
- Target group analysis
- Targeting
- Briefing for agencies
- Message development
- Media selection (classic/digital, BTL/ATL)
- Media planning

The course provides an overview of customer experience management and of the constitutive blocks of customer satisfaction and customer loyalty. These are illuminated within the context of increasingly complex customer journeys and changing consumer behavior on the web. Specifically strategies and application options of CRM for customer loyalty, fundamentals of web mining, approaches for analyzing large data volumes (big data), options for addressing target groups via targeting as well as aspects of tracking user activities are discussed. Various approaches and testing procedures for optimizing usability and thereby increasing positive customer experiences are introduced. The focus is on support options along the customer journey and linking the increasing number of customer contact points (touchpoints). Specifically communications and marketing instruments, made possible by digital media and instruments are addressed – e.g. aspects of viral marketing/digital word-of-mouth advertising via social media.

The course addresses the creation and strategic use of target group–oriented content in marketing. It is grounded in the analysis and application of aesthetics within the marketing context, as well as a critical examination of diversification processes in marketing strategies (keyword: “brand identity”) within the framework of the “attention economy.” The specific role of prosumers (following Toffler’s concept of the “prosumer”) in the digital age is also reflected upon. Furthermore, the course explores current developments such as the use of AI-driven tools, social media–specific content formats (e.g., Reels, Stories, Shorts), and interactive content strategies.

Students apply concepts of customer journey optimization in the context of AI. A new understanding of digital brand building is conveyed – at a time when AI models increasingly moderate access to information. Furthermore, the limitations and challenges of AI applications are discussed.

The development history and characteristics of networks and social media for everyday usage in the private and professional sphere are depicted – from discussion forums and virtual organizational forms to crowdsourcing and user generated content. In addition to company networks and the visualization of added value, blogs, microblogs (Twitter) and social networks are further focal points. These are systematically introduced and examined based on their usability in companies and for communications between organizations and consumers. Aspects of mobile social marketing and social commerce are also developed in this context.

The course conveys the fundamentals of performance marketing: The focus is on providing an overview of central approaches and their effective mechanisms as well as on conveying essential key parameters and their correct interpretation. Search engine marketing with its subitems SEO and SEA is emphasized.
Students are instructed in developing independent and promising strategies. Analysis, strategic orientation, operational realization and implementation as well as the control of respective activities are further central aspects.

At the beginning of the course, an introduction to crossmedia content production is given (content development, format development, crossmediality, convergence and crossmedia added value among others). Building on the course Fundamentals of the Web (Semester 1), conception and implementation of web presences is taught in theory and practice whereby the following topics are addressed more specifically:
- Web and screen design
- Usability
- Design of interactive media
- Advanced website programing with emphasis on HTML5 (or subsequent standards), WYSIWYG editor of Adobe CS (current version), integration of various media formats, netcasting & blogging software, further topics: CMS, Javascript & Ajax

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

The second part of the module focuses on the conception and production of audiovisual media. Central topics of the course include:
- Characteristics and application areas of audiovisual media
- Design of time-based media
- Narration and narration techniques
- Scientific work
- Sound and image design

The following topics are addressed in exercises:
- Video technology (standards such as HD, SD, equipment)
- Video production (pre-production, post-production & production)
- Audio technology (microphoning, standards, equipment)
- Audio production (recording, processing, editing, export)

Students synthesize knowledge and abilities from both module parts within the context of project work.

The seminar begins with a brief introduction to the historical development and current understanding of ethics in (Western) society, as well as an overview of the institutions involved. It then addresses current trends and tendencies. Sustainable marketing management encompasses corporate social responsibility (CSR), corporate cultural responsibility, and ecological aspects (e.g., green events), as well as engagement with consumer ethics.

Within the course, students analyze budgeting and controlling processes in the context of digital marketing activities and engage with selected areas of controlling. They examine budgeting and controlling processes, define and evaluate appropriate key performance indicators for digital marketing campaigns, determine and manage marketing budgets for digital marketing initiatives, measure and interpret the success of a digital brand campaign, derive actionable recommendations, and prepare final reports.

Building on the knowledge acquired in the previous three semesters, case studies selected by the instructor serve to deepen the understanding and application of digital channels for market research/analytics, the development, implementation, and adaptation of business strategies, as well as for assessing the impact of intra-organizational measures. Generative AI is also addressed in this context. Within corresponding project work, students develop an omnichannel marketing communications strategy that integrates all content from the Digital Marketing modules.

Under the instruction of course leadership, students learn about potential study trip destinations, research relevant data and facts about the target country and organize the program independently: Students spend a week in an international environment as they visit companies and attend lectures at partner universities while also taking in other presentations and events. Discussions with specialists and executives, visits to foreign trade centers as well as economic and social associations complement the international, character-building experience of the study trip.

Under the supervision of the teaching staff, students are systematically introduced as a cohort to the context of master’s-level higher education. The course provides an orientation to the organizational, social, and communicative frameworks of the study program. Particular focus is placed on:

• Orientation within the higher education environment and institutional structures

• Foundations of collaboration in study groups

• Principles of communicative action

The course addresses key concepts and schools of strategic management (e.g., Mintzberg) and their practical application. In addition to strategic fields such as marketing, competition, creativity, and innovation, the most important analytical and planning tools (e.g., Five Forces, BCG Matrix, SWOT, Business Model Canvas, Ansoff Matrix) are introduced and critically discussed. Furthermore, the course examines the challenges that strategic decisions pose for corporate structure, organization, and change processes.

The content comprises the following legal fields within the context of the web: private and public law, competition law and criminal law. Specifically procedures for identity and authenticity safeguarding, electronic signatures, data protection and e-commerce (international purchasing law, jurisdiction and enforcement questions) are addressed. The legal foundations of competition law, patent law and advertising on the Internet are also discussed in an international comparison.

The course provides advanced knowledge in the area of scientific work. Students engage with the structure, content, format, and linguistic presentation of scientific studies at a high level. The focus is on the development and structuring of complex research questions, as well as the fundamental design and evaluation of appropriate research methodologies.
In addition, students analyze scientific papers with regard to argumentation structure, research logic, and presentation of results, deepening their understanding of principles for scientific analysis and interpretation. This encompasses both the content and structure, as well as form and language, at an advanced level.
The practical application of these skills prepares students, both formally and methodologically, for the preparation of their master’s thesis. This also includes the discussion and critical examination of the scientific methodology of a master’s thesis. To support students in identifying relevant and high-quality research questions, potential topics and hypotheses are explored and discussed.

Students learn to implement gained knowledge through independent work. They independently perform the entire implementation of a complex project – which includes conceptualization, budgeting and execution as well as the evaluation and interpretation of results. Projects are performed in student teams under independent leadership and team formation so as to also enhance the students’ social skills. Especially important abilities include analyzing recipient behavior, economically responsible decision-making skills, risk management, intercultural action skills, organizational and social skills, budgeting skills, sponsoring and project management.

The course will focus on the following points:
- The use of marketing tools in projects
- Scientific analysis of marketing campaigns in practice
- Current trends in international business in both theory and practice
- Economic, political and social impacts
- Industry and R&D activities
- Digital developments
- Creation and evaluation of trends, fashions, booms

The topic of the master thesis is selected from the topical range of the study program (Digital Marketing). The developed problem area is prepared based on an academic paper – this, of course, is done independently and without the help of others (stating sources and means). Together with the Master thesis, an extended abstract (English or German) must be submitted.

Students are supervised and accompanied in the preparation of their master thesis within the context of the colloquium for the master thesis. They independently search for topics and develop an outline and time schedule – first and foremost by critically examining possible problem areas and hypotheses. The supervisor guides the students as scientific methodology and formal design are discussed within the context of individual coaching.

The topic of the master thesis is selected from the topical range of the study program (Digital Marketing). The developed problem area is prepared based on an academic paper – this, of course, is done independently and without the help of others (stating sources and means).

The course will focus on the following points:
- The use of marketing tools in projects
- Scientific analysis of marketing campaigns in practice
- Current trends in international business in both theory and practice
- Economic, political and social impacts
- Industry and R&D activities
- Digital developments
- Creation and evaluation of trends, fashions, booms

Essential development phases of web technologies, central applications and functionalities as well as technical fundamentals of the web are presented within the context of this fundamental course. The following central course content results within this context: history and development phases of the Internet, basic Internet applications, functionalities of the Internet, technical fundamentals for users and providers (tracking mechanism, web servers, databases, etc.).

The course conveys knowledge for performance measurement via web analysis methods. Various procedures (log files, page tagging, cookies) for data collection and evaluation and thus technical fundamentals for web analysis, testing and targeting are introduced. Furthermore, certain targets and instruments for performance measurement as well as key figures and metrics/KPIs for determining success are discussed. These KPIs include visitor numbers, duration of stay, bounce rate, conversion rate. The methods of benchmarking and cohort formation are used among others.

Web analytics instruments are practically used on the basis of the theoretical introduction in the lecture Web Analytics. The students get to know to web analytics systems and use measurements and analytics of the most important KPIs.