Digitales Marketing: E-Competence & Social Media (E)

Bachelor

The students
• know the modern methods of e-marketing and social media marketing.
• know the context of online marketing strategies.
• can apply the concept of 4P, 5P and/or 7P to e-Marketing.
• know the necessary organizational requirements for successful e-Marketing.
• can independently develop and evaluate e-marketing strategies.
• know the differences between the various types of products and industries.
• can evaluate and develop a technical marketing and sales concept on their own.
• know the instruments of marketing capital goods and services.

None

Part A: Digital Marketing
• Background knowledge on e-commerce (customer expectations and requirements; social, legal & ethical issues).
• Online and social media marketing strategies
• Online and social media goals
• Digital marketing tactics (search engine optimization [SEO], content marketing, inbound marketing, social media marketing, pay-per-click, affiliate marketing, native advertising, email marketing, online PR)
• e-Marketing mix and extension of the 4P in the online context
• Organizational requirements for digital and online marketing
• Monitoring, measurement, online reputation management & public relations

Part B: Services Marketing:
• Basics of B2B marketing
• Buying behavior in business markets / Organizational sourcing behavior
• Instruments of B2B marketing
• Information acquisition & uncertainty as behavior-determining characteristics
• Analysis of the buying center
• Special features of services marketing
• Concepts of services marketing
• Information basics of services marketing
• Operational services marketing & instruments

• Beilharz, F. (2021). Crashkurs Digitales Marketing: Social. Local. Mobile.. Freiburg: Haufe-Lexware.
• Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. London, UK: Kogan Page.
• Wirtz, J. (2023). Essentials of services marketing. Harlow, UK: Pearson.
• Wirtz, J., & Lovelock, C. (2022). Services marketing: People, technology, strategy. Hackensack, NJ: World Scientific.

• Final exam and
• Quiz

English

4

25

3.0

• 25 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

3

Mag. (FH) Dominik Neuner

MKV 4

integrated lecture

Compulsory

not applicable