Digital Marketing

Modul M.WIWI-BWL.0153

• Prof. Dr. Welf Weiger (Guest Lecturer)

• Katharina Berendes, M.Sc.

• …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.

• 1. Digital Marketing Strategy
• 2. Digital Outbound Marketing
• 3. Digital Inbound Marketing
• 4. Social Media Marketing

• Case study discussion in lecture (2 CP)
• Exam (60 minutes) (4 CP)

• 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)

• Students’ case study presentations on Saturday, 08.07.2023, 10:00 a.m. - 8:00 pm, online via Zoom (Meeting ID: 926 4341 9216, Passcode: 813764)