Performance Marketing
Niveau
second cycle Master
Learning outcomes of the courses/module
Students can differentiate between central instruments of performance marketing and interpret the key figures/KPIs of performance marketing. They understand the potential of search engine marketing via paid organic listings. In the SEA area, students can analyze the design characteristics of advertising campaigns (e.g. via AdWords/AdSense and Facebook ads) as well as strategies for successful bid management. In the area of search engine optimization (SEO), they are familiar with common procedures for on-page and off-page optimization as well as with the most important ranking factors of leading search engines and are able to assess their results
Prerequisites for the course
Fundamentals of Classic Marketing
Course content
The course conveys the fundamentals of performance marketing: The focus is on providing an overview of central approaches and their effective mechanisms as well as on conveying essential key parameters and their correct interpretation. Search engine marketing with its subitems SEO and SEA is emphasized.
Students are instructed in developing independent and promising strategies. Analysis, strategic orientation, operational realization and implementation as well as the control of respective activities are further central aspects.
Students are instructed in developing independent and promising strategies. Analysis, strategic orientation, operational realization and implementation as well as the control of respective activities are further central aspects.
Recommended specialist literature
- Fischer, M. (2011): Website Boosting 2.0 - Suchmaschinen-Optimierung, Usability, Online-Marketing. 2. Auflage, mitp
- 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.
- 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.
Assessment methods and criteria
Seminar work
Language
German
Number of ECTS credits awarded
5
Share of e-learning in %
20
Semester hours per week
2.5
Planned teaching and learning method
lecture, group work, presentation and task discussion
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Wolfgang Reitberger
Academic year
1. year of studies
Key figure of the course/module
DMB.3
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable