Digital Marketing (WP)*
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• can describe in detail the channels and communication tools relevant to digital marketing.
• can identify the characteristics of digital communication and discuss them in comparison to "classic marketing."
• recognize the success factors of successful digital marketing campaigns and apply them to their own assignments.
• are able to develop, interpret and present a well-founded digital marketing strategy along the marketing mix factors.
• can describe in detail the channels and communication tools relevant to digital marketing.
• can identify the characteristics of digital communication and discuss them in comparison to "classic marketing."
• recognize the success factors of successful digital marketing campaigns and apply them to their own assignments.
• are able to develop, interpret and present a well-founded digital marketing strategy along the marketing mix factors.
Prerequisites for the course
none
Course content
• Fundamentals of digital marketing communication
• Digital marketing toolbox (website, email, social media, SEO, paid search, content marketing, online communities)
• Digital people/products/payment methods/data protection
• Performance marketing, sharing economy
• Digital customer journey map
• Digital marketing toolbox (website, email, social media, SEO, paid search, content marketing, online communities)
• Digital people/products/payment methods/data protection
• Performance marketing, sharing economy
• Digital customer journey map
Recommended specialist literature
• Hanlon, A.: Digital Marketing: Strategic Planning & Integration. Pearson (latest edition)
• Chaffey, D.: Digital Marketing. Pearson (latest edition)
• Smith, P. R.; Zook, Z.: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition)
• Chaffey, D.: Digital Marketing. Pearson (latest edition)
• Smith, P. R.; Zook, Z.: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition)
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
2