Digital Dialog Marketing

second cycle, Master

Students are able to analyze the media and the possibilities of digital dialog marketing, present their advantages and disadvantages based on examples and select the instrument that is suitable for the respective marketing target.

not applicable

The course provides an overview of the media of digital dialog marketing, its possibilities, framework conditions and risks, discusses differences with respect to classic dialog marketing and addresses the particularities of social, mobile and direct marketing. E-mail marketing is another focal point. In addition to theoretical input, implementation in marketing practices is also analyzed based on case examples. Students gain practically relevant experience in the usage of digital dialog marketing through exercises. The course provides the foundation for the consolidation “Social Media I & II”.

- Alpar, A., & Wojcik, D. (2012): Das große Online-Marketing Praxisbuch. Data Becker
- Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag

Seminar work

German

5

20

2.5

lecture, group work, presentation and task discussion

1

Prof. (FH) Dr. Wolfgang Reitberger

1. year of studies

DMB.2

integrated lecture

Compulsory

not applicable