Tools of Digital Marketing
Niveau
1.Master cycle
Learning outcomes of the courses/module
The participants:
• can analyze and describe the central role of communication in the age of digital marketing
• can explain communication effects and design communication on this basis
• know the most important tools of online marketing, can explain how they work and actively design the corresponding tools and methods
• know approaches to coordinate and harmonize the various tools with each other. Based on this, they are able to develop online communication strategies and implement them within the framework of an integrated communication concept
• are able to measure the success of communication measures and develop improvement concepts on this basis
• understand the basic principles and best practices of mobile marketing and can develop strategies to optimize marketing campaigns for mobile devices
• are able to implement AI-powered tools and techniques to make data-driven marketing decisions and optimize campaigns in real time
• can analyze and describe the central role of communication in the age of digital marketing
• can explain communication effects and design communication on this basis
• know the most important tools of online marketing, can explain how they work and actively design the corresponding tools and methods
• know approaches to coordinate and harmonize the various tools with each other. Based on this, they are able to develop online communication strategies and implement them within the framework of an integrated communication concept
• are able to measure the success of communication measures and develop improvement concepts on this basis
• understand the basic principles and best practices of mobile marketing and can develop strategies to optimize marketing campaigns for mobile devices
• are able to implement AI-powered tools and techniques to make data-driven marketing decisions and optimize campaigns in real time
Prerequisites for the course
none
Course content
• Brand and marketing in the digital age
• Objectives in digital marketing management
• Integrated marketing communication
• Offline and online tools
• Social media marketing, social media trends
• Content marketing and blogging
• Search engine optimization
• Search engine marketing
• Online advertising, website marketing
• Online communication strategies and other online marketing tools
• Mobile marketing and app strategies
• Personalization and AI in digital marketing
• Objectives in digital marketing management
• Integrated marketing communication
• Offline and online tools
• Social media marketing, social media trends
• Content marketing and blogging
• Search engine optimization
• Search engine marketing
• Online advertising, website marketing
• Online communication strategies and other online marketing tools
• Mobile marketing and app strategies
• Personalization and AI in digital marketing
Recommended specialist literature
Meffert, J.; Meffert, H. (Hrsg.) : Eins oder Null: Wie Sie Ihr Unternehmen mit Digital@Scale in die digitale Zukunft führen.
Bruhn, M.: Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung.
Kotler, P.; Kartajaya, H.; Setiawan, I.: Marketing 4.0: Der Leitfaden für das Marketing der Zukunft.
Bruhn, M.: Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung.
Kotler, P.; Kartajaya, H.; Setiawan, I.: Marketing 4.0: Der Leitfaden für das Marketing der Zukunft.
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
13_IDM
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none