Digital Marketing

The course provides an overview of customer experience management and of the constitutive blocks of customer satisfaction and customer loyalty. These are illuminated within the context of increasingly complex customer journeys and changing consumer behavior on the web. Specifically strategies and application options of CRM for customer loyalty, fundamentals of web mining, approaches for analyzing large data volumes (big data), options for addressing target groups via targeting as well as aspects of tracking user activities are discussed. Various approaches and testing procedures for optimizing usability and thereby increasing positive customer experiences are introduced. The focus is on support options along the customer journey and linking the increasing number of customer contact points (touchpoints). Specifically communications and marketing instruments, made possible by digital media and instruments are addressed – e.g. aspects of viral marketing/digital word-of-mouth advertising via social media.

The course is dedicated to the creation of content with the goal of strategic usage of target group-appropriate content in marketing. The functionalization and application of aesthetics in the area of marketing is analyzed as a foundation and critically reflected against the background of necessary diversification processes for marketing strategies (keyword “brand identity”) within the course of the “economics of attention” and the particularities of “prosumentation” (according to Töffler’s term “prosumer”) in the digital age.

The course conveys knowledge of the principles and structures of affiliate marketing. Available tracking methods and their limitations (both from a technical and legal perspective) are addressed within the context of portraying cooperating participants and functional principles. Various provision models and advertising formats of affiliate marketing and their usage scenarios are discussed in detail. Furthermore, affiliate networks as mediators between involved parties and practical examples for the system of marketers, sales partners and customers are analyzed. In conclusion, business models are highlighted, building on affiliate approaches (e.g. white or grey label partnerships).

Within the context of the fundamental course at the master level, students independently review previously acquired marketing fundamentals while the challenges of marketing communication in digital media are introduced subsequently. Central course content includes the following areas: - Situational analysis - Target definition - Target group analysis - Targeting - Briefing for agencies - Message development - Media selection (classic/digital, BTL/ATL) - Media planning

The development history and characteristics of networks and social media for everyday usage in the private and professional sphere are depicted – from discussion forums and virtual organizational forms to crowdsourcing and user generated content. In addition to company networks and the visualization of added value, blogs, microblogs (Twitter) and social networks are further focal points. These are systematically introduced and examined based on their usability in companies and for communications between organizations and consumers. Aspects of mobile social marketing and social commerce are also developed in this context.

The course conveys the fundamentals of performance marketing: The focus is on providing an overview of central approaches and their effective mechanisms as well as on conveying essential key parameters and their correct interpretation. Search engine marketing with its subitems SEO and SEA is emphasized. Students are instructed in developing independent and promising strategies. Analysis, strategic orientation, operational realization and implementation as well as the control of respective activities are further central aspects.

At the beginning of the course, an introduction to crossmedia content production is given (content development, format development, crossmediality, convergence and crossmedia added value among others). Building on the course Fundamentals of the Web (Semester 1), conception and implementation of web presences is taught in theory and practice whereby the following topics are addressed more specifically: - Web and screen design - Usability - Design of interactive media - Advanced website programing with emphasis on HTML5 (or subsequent standards), WYSIWYG editor of Adobe CS (current version), integration of various media formats, netcasting & blogging software, further topics: CMS, Javascript & Ajax

Following a brief introduction of the historic development and current understanding of ethics in (Western) society and an overview of involved institutions, the seminar deals with current trends and tendencies. Sustainable marketing management includes corporate social responsibility (CSR), corporate cultural responsibility and ecological areas (example green event) and engagement with consumer ethics. Against the background of the globalization of markets and demographic restructuring of worldwide societies, transcultural and multicultural correlations play an important role for sustainable and ethically oriented marketing. The seminar especially focuses on the international model formation of ethics in marketing and role models for responsible present-day and future companies. Furthermore, effects of the technological transformation on the relationship between family and university are discussed.

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

The second part of the module focuses on the conception and production of audiovisual media. Central topics of the course include: - Characteristics and application areas of audiovisual media - Design of time-based media - Narration and narration techniques - Scientific work - Sound and image design The following topics are addressed in exercises: - Video technology (standards such as HD, SD, equipment) - Video production (pre-production, post-production & production) - Audio technology (microphoning, standards, equipment) - Audio production (recording, processing, editing, export) Students synthesize knowledge and abilities from both module parts within the context of project work.

Within the context of the course, various areas of controlling (basic knowledge in the area of accounting and controlling is assumed) are addressed with special focus on relevant themes of digital marketing. After completing the course, students possess the following abilities: - Determining the goals of digital marketing measures - Acquiring, analyzing and interpreting the market potential of digital marketing measures - Determining and managing a marketing budget for digital marketing measures - Measuring and interpreting the success of a digital marketing campaign - Deriving recommendations for action - Creating a final report

Building on knowledge acquired in the previous three semesters, the usage of digital channels for market research/analytics, development, implementation and adaptation of entrepreneurial strategies as well as for the effect of intra-organizational measures are understood and applied based on case examples selected by the teaching staff. Students develop an omnichannel marketing communications strategy through project work in which all content of digital marketing modules is integrated.