Performance Marketing
Niveau
1. Master cycle
Learning outcomes of the courses/module
The participants:
• understand performance marketing as a marketing strategy that is data-based and measurable
• know how to measure and evaluate the interactions with the target group of the campaign
• understand modularity as an essential part of performance marketing in order to make the different means of communication measurable independently of each other (return on marketing)
• can define and interpret suitable key performance indicators
• know the most important (cookie-based) tracking tools such as Google Analytics, StatCounter or AWStats and can interpret the evaluation of the determined data
• understand how AI-based algorithms and systems can be used to optimize campaigns, target group segmentation and personalization
• know the importance of data protection and data security when collecting, processing and using user data
• understand performance marketing as a marketing strategy that is data-based and measurable
• know how to measure and evaluate the interactions with the target group of the campaign
• understand modularity as an essential part of performance marketing in order to make the different means of communication measurable independently of each other (return on marketing)
• can define and interpret suitable key performance indicators
• know the most important (cookie-based) tracking tools such as Google Analytics, StatCounter or AWStats and can interpret the evaluation of the determined data
• understand how AI-based algorithms and systems can be used to optimize campaigns, target group segmentation and personalization
• know the importance of data protection and data security when collecting, processing and using user data
Prerequisites for the course
none
Course content
• Performance Marketing
• Introduction, possibilities, success criteria, strengths, weaknesses
• What performance marketing is suitable for
• Examples of successful performance marketing campaigns
• The most important methods of performance marketing
• Modularity of advertising measures in performance marketing
• Measurability and data analysis
• Key performance indicators
• Presentation of the most important cookie-based tracking tools
• Designing a performance marketing campaign
• Exercise for monitoring and controlling a performance marketing campaign
• Use of artificial intelligence in performance marketing
• Data protection and legal framework conditions in performance marketing
• Introduction, possibilities, success criteria, strengths, weaknesses
• What performance marketing is suitable for
• Examples of successful performance marketing campaigns
• The most important methods of performance marketing
• Modularity of advertising measures in performance marketing
• Measurability and data analysis
• Key performance indicators
• Presentation of the most important cookie-based tracking tools
• Designing a performance marketing campaign
• Exercise for monitoring and controlling a performance marketing campaign
• Use of artificial intelligence in performance marketing
• Data protection and legal framework conditions in performance marketing
Recommended specialist literature
Kamps, I./Schetter, D.(2020): Performance Marketing: Der Wegweiser zu einem mess- und steuerbaren Online-Marketing – Einführung in Instrumente, Methoden und Technik.
Torsten Schwarz (Hrsg.): Leitfaden Online Marketing: Das kompakte Wissen der Branche
Sens, B. (2019): Das Online-Marketing-Cockpit: 8 Phasen einer erfolgreichen Online-Marketing-Strategie
Torsten Schwarz (Hrsg.): Leitfaden Online Marketing: Das kompakte Wissen der Branche
Sens, B. (2019): Das Online-Marketing-Cockpit: 8 Phasen einer erfolgreichen Online-Marketing-Strategie
Assessment methods and criteria
Portfolio work
Language
German
Number of ECTS credits awarded
6
Share of e-learning in %
35
Semester hours per week
3.0
Planned teaching and learning method
ILV (Blended Learning, Inverted Classroom)
Semester/trimester in which the course/module is offered
3
Name of lecturer
n.N.
Academic year
Key figure of the course/module
14_PMM
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none