Digital Marketing

Modul M.WIWI-BWL.0089

  • Prof. Dr. Welf Weiger (Guest Lecturer)
  • Katharina Berendes, M.Sc.

Time & Place:
Real-time Kick-off Meeting: Friday, 12.04.2024 at 10:00 am. Download the slides from the kick-off meeting HERE.
Lecture: 17.06. - 21.06.2024, 4:00 – 08:00 pm, including a longer break (the room is booked until 10 pm in case we need some extra time for one of the sessions).
Room: ZHG 104 (17.06.; 19.06. - 21.06.); Theo 1.110 (18.06.)
Registration: 12.04. - 01.05.2024 via web form: Please use the form on:
After Acceptance: Registration on FlexNow possible from 02.05. – 09.05.2024

  • Case study discussion in lecture (2 CP)
  • Exam (60 minutes) (4 CP)
Written exam: Friday, 02.08.2024, 09:00 – 10:00 am, MZG 1.116 (e-exam room), e-exam must be written on a computer at the university, attendance required (NOT an online exam)
Case study presentations: Monday, 01.07.2024, 4:00 – 8:00 pm, VG 4.101

Examination requirements:
  • Theoretical and solution-oriented elaboration of digital marketing instruments
  • Application of digital marketing concepts
  • One case assessment, presentation and discussion in class (collaboration with other students in teams)

Admission requirements:
No admission requirements.

Learning outcomes/core skills:
After successfully completing this course, the students …
  • …know core topics involved in the effective management of digital marketing strategies, tactics, and instruments.
  • … know how to create a digital marketing strategy by analyzing the digital landscape.
  • … know how to transform marketing strategies into digital marketing objectives and tactics.
  • … know how to plan the implementation of strategies and tactics using state of the art digital marketing instruments:
    • Digital outbound marketing (reaching out to and targeting consumers; e.g., display advertising).
    • Digital inbound marketing (ensuring that consumers can find information about brands; e.g., search engine optimization).
    • Social media marketing (motivating consumers to create and disseminate brand-related social media content; e.g., content marketing).
    • Mobile marketing (connecting with customers through smartphones and other mobile devices).
  • … know developments of latest digital marketing innovations.
  • … know how to critically reflect on the concepts and methods of digital marketing management and how to apply them by completing case studies.

Contents of the lecture:
  • 1. Digital Marketing Strategy
  • 2. Digital Outbound Marketing
  • 3. Digital Inbound Marketing
  • 4. Social Media Marketing