Online Marketing(E)
Niveau
Consolidation
Learning outcomes of the courses/module
The students can estimate chances and risks of marketing measures on the internet. They know possible channels and game forms, such as search engine marketing (SEM) and social media marketing.
Prerequisites for the course
Module MGL und MMT
Course content
Online marketing measures are presented. From search engine marketing and e-mail marketing to marketing on one’s own and other websites. Special features of these forms of marketing are addressed as well as target group approach, costs and impact measurement.
Recommended specialist literature
•Lammenett E. (2019). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Wiesbaden: Springer Gabler.
•Kreutzer, R. (2018). Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, Wiesbaden: Springer Gabler.
Assessment methods and criteria
Written exam, online tests
Language
English
Number of ECTS credits awarded
5
Share of e-learning in %
50
Semester hours per week
2.0
Planned teaching and learning method
Integrated course, group work, case studies, discussions, e-learning
Semester/trimester in which the course/module is offered
4
Name of lecturer
English version will be available soon
Academic year
Key figure of the course/module
ANM3
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none