Business 3: Digital Business & Digital Marketing
Niveau
Bachelor
Learning outcomes of the courses/module
The students can
- understand the basics of online business, including the different e-commerce models, online marketplaces and platforms
- understand different e-commerce business models and implement payment processing, security, and privacy aspects of online commerce
- use web analytics tools such as Google Analytics to measure website traffic and conversion rates
- apply technology to increase conversion rates, perform A/B testing, and optimize the user experience on websites
- understand basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
- identify current trends in web business and web marketing and analyze and evaluate future developments, including AI, chatbots, and voice search
- understand the basics of online business, including the different e-commerce models, online marketplaces and platforms
- understand different e-commerce business models and implement payment processing, security, and privacy aspects of online commerce
- use web analytics tools such as Google Analytics to measure website traffic and conversion rates
- apply technology to increase conversion rates, perform A/B testing, and optimize the user experience on websites
- understand basic concepts of digital marketing, including SEO, SEM, content marketing, and social media marketing
- identify current trends in web business and web marketing and analyze and evaluate future developments, including AI, chatbots, and voice search
Prerequisites for the course
none
Course content
- Introduction to Web Business: basics of online business, e-commerce models, online marketplaces and platforms
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing.
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search
- Website development and design: creating engaging and user-friendly websites, website hosting and maintenance - E-commerce strategies: e-commerce business models, payment processing, security and Data protection
- Web analytics and tracking: Using tools such as Google Analytics to measure and analyze website traffic and conversions
- Conversion optimization: technologies to increase conversion rates, A/B testing, and user experience optimization
- Data-Driven Decision Making: web analytics supported business decisions in web business
- Fundamentals of online marketing.
- Content strategy: planning and creating content for websites and social media, storytelling and branding
- Trends in web business and web marketing: current news and future trends in the digital space, including AI, chatbots, and voice search
Recommended specialist literature
- Chaffey, D.: Digital Business and E-Commerce Management, 6th edition. Harlow: Pearson, 2015
- Scott, D. M.: The New Marketing and PR Rules in Web 2.0. MITP Publishing, 2009
- Weller, R.: Content Design: The Handbook for Conversion-Oriented Content Marketers, Web Designers & Entrepreneurs, Carl Hanser Verlag GmbH & Co KG, 2021
- Hassler, M.: Digital and Web Analytics: Evaluate Metrics, Understand Visitor Behavior, Optimize Your Website (mitp Business). MITP Publishing, 2019
- Scott, D. M.: The New Marketing and PR Rules in Web 2.0. MITP Publishing, 2009
- Weller, R.: Content Design: The Handbook for Conversion-Oriented Content Marketers, Web Designers & Entrepreneurs, Carl Hanser Verlag GmbH & Co KG, 2021
- Hassler, M.: Digital and Web Analytics: Evaluate Metrics, Understand Visitor Behavior, Optimize Your Website (mitp Business). MITP Publishing, 2019
Assessment methods and criteria
Portfolio review
Language
English
Number of ECTS credits awarded
6
Share of e-learning in %
20
Semester hours per week
3.0
Planned teaching and learning method
Presentations, group work, presentation and discussion, case studies
Semester/trimester in which the course/module is offered
3
Name of lecturer
STGL
Academic year
Key figure of the course/module
BUS3
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
-