Digital Marketing

Modul M.WIWI-BWL.0153

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

Real-time Kick-off Meeting:
Thursday, 14.04.2022 at 4:00 pm via Zoom

Every weekday from 27.06.2022 until 08.07.2022, 6:15 - 7:45 p.m.

Theologicum 1.113

  • Case study discussion in lecture (1 CP)
  • Exam (60 minutes) (5 CP)
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)

Date of written exam: 29.07.2022, 10:15 - 11:45 a.m.
Room: ZHG 101
Registration: in FlexNow 01.05.2022 - 22.07.2022

Case study presentations:
  • Exemplary solution for the practice case will be presented on 25.05.2022 via Zoom at 4:00 pm by Johann Giertz
  • Students’ case study presentations on Saturday, 09.07.2022, 10:00 a.m. - 8:00 pm, room: Theologicum 1.110