Digital Marketing
Modul M.WIWI-BWL.0089
Lectures:
- 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
Registration: 12.04 – 01.05.2024 via web form: Please use the form on: https://www.uni-goettingen.de/de/658892.html
After Acceptance: Registration on FlexNow possible from 02.05. – 09.05.2024
Examination:
- Case study discussion in lecture (2 CP)
- Exam (60 minutes) (4 CP)
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