Digital Marketing II: Budgeting & Controlling

Second cycle, Master

Students acquire the ability to analyze, structure, and apply budgeting and controlling processes for digital marketing activities. Using a case study (Google AdWords campaign), they plan and implement an appropriate budgeting and controlling process, including conceptualization, setup, definition of key performance indicators, data interpretation, response options, and optimization processes. They are able to transfer their understanding of budgeting and controlling processes to different digital marketing instruments.

Fundamentals of Classic Marketing & Controlling, Module DMB

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.

- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Zerres, C. (2021). Handbuch Marketing-Controlling (5th ed.). Springer Gabler.

Report
Presentation

German

5

lecture, group work, presentation and task discussion

3