Strategic Marketing Management

1st Master cycle

The participants: • know the general basics of marketing (offline & online) • are able to set up and accompany strategic marketing campaigns (marketing controlling) • are able to analyze the media and possibilities of digital dialog marketing, explain their advantages and disadvantages by means of examples and select the instruments suitable for the respective marketing objective • are enabled to differentiate between central tools of performance marketing and are able to interpret key figures/KPIs in performance marketing • have an understanding of the possibilities of search engine marketing (SEA) and search engine optimization (SEO) • are able to use AI-supported tools and platforms to create, implement and optimize personalized marketing campaigns • understand the importance of sustainability aspects in brand communication and can develop strategies to integrate these aspects credibly and effectively into their brand positioning

none

• Basics of marketing strategies (offline & online) • Digital media and tools, communication and marketing tools • Basics of social media marketing and aspects of viral marketing/digital word of mouth via social media • Overview of customer experience management and the two constituent blocks of customer satisfaction and customer loyalty • Customer journey and changing consumer behavior on the web • Strategies and possible applications of CRM for customer loyalty • Options for addressing target groups via targeting and aspects of tracking user activities (segmentation strategies) • Support options along the customer journey and linking the increasing number of customer contact points (touchpoints) • Use of artificial intelligence to personalize and automate marketing campaigns • Integration of sustainability aspects into brand communication and positioning

• Kotler, P., Keller, K.L., Opresnik, M.O. (2017): Marketing-Management: Konzepte-Instrumente-Unternehmensfallstudien • Homburg, C. (2016) Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung • Lammenett, E. (2019): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung • Kamps, I., Schetter, D. (2017): Performance Marketing: Der Wegweiser zu einem mess- und steuerbaren Marketing – Einführung in Instrumente, Methoden und Technik. Springer Gabler. • Beilharz, F., Kattau, N., Kratz, K., Kopp, O., Probst, A. (2017): Der Online-Marketing-Manager: Handbuch für die Praxis. O'Reilly.

Portfolio work

German

6

35

3.0

ILV (Blended Learning, Inverted Classroom)

1

Prof. (FH) Dr. Kristina Kampfer

1

3_SMM

integrated lecture

Compulsory

no