Digital Marketing

Modul M.WIWI-BWL.0153


Lecturers:
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

Lecture:
Pre-recorded videos of the lecture will be provided via Stud.IP. The password for accessing the course in Stud.IP, information about the time line and organizational procedures are part of the real-time kick-off meeting (see below).

Real-time Kick-off Meeting:
Monday, 01.11.2021 at 2:00 pm via Zoom
Download the slides here (only from within the University of Goettingen network)

In this meeting we will provide all necessary information for applying to the course. There is no registration required for the kick-off meeting and the discussed slides will be uploaded afterwards. The Stud.IP password will be provided after your enrollment in the course.
Real-time Tutorial Session:
In one tutorial session an exemplary solution to a case study will be presented.
Examination:
  • Case study discussion in lecture (1 CP)
  • Online Exam (60 minutes) (5 CP)

Information about the online exam
Date: Wednesday, 16.02.2022, 08:15 - 9:30 a.m. (60 minutes for the exam + 15 minutes for additional organizational effort)
Please find further information about the online exam in Stud.IP

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)

Case study presentations:
  • Exemplary solution for the practice case will be presented on 29.11.2021 via Zoom at 2:00 pm by Johann Giertz
  • Students’ case study presentations on 17., 18. and 19.01.2022 via Zoom