Course for Master's Programmes

Modul M.WIWI-BWL.0089


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:

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 – 10:00am, 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

Course Registration for Digital Marketing Summer Term 2024 (Don't forget to register by May 1st!)

Summer Term 2024

Kick-off Meeting: Friday, 12.04.2024 at 10:00 am

Registration: 12.04 – 01.05.2024 via web form

Lecture: 17.06 - 21.06.2024, 4:00 – 8:00 pm

ZHG 104

Written Exam: Friday, 02.08.2024,

12:15 – 13:45

ZHG 010 (changes in timeslot and room possible)

Case study presentations: Monday, 01.07.2024,

4:00 – 8:00 pm,

VG 4.101