Digital Marketing I: Strategy Development & Planning
Niveau
Second cycle, Master
Learning outcomes of the courses/module
Students gain knowledge of all content that is necessary for preparing a creative marketing strategy (emphasis marketing communication), encompassing both classic and new media. They are additionally able to criticize given marketing strategies, provide change suggestions, develop independent marketing strategies and take on media planning.
Prerequisites for the course
not applicable
Course content
Within the context of the fundamental course at the master level, students independently review previously acquired marketing fundamentals while the challenges of marketing communication in digital media are introduced subsequently.
Central course content includes the following areas:
- Situational analysis
- Target definition
- Target group analysis
- Targeting
- Briefing for agencies
- Message development
- Media selection (classic/digital, BTL/ATL)
- Media planning
Recommended specialist literature
- Fill, C. (2016): Marketing Communications. Interactivity, Communities and Content. 7. Auflage, Prentice Hall – Pearson Education
- Gay, R., Charlesworth, A., & Esen, R. (2007): Onlinemarketing. A Customer-led Approach. Oxford press
- Kreutzer, R. (2016): Online-Marketing, Wiesbaden: Springer Verlag.
- Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice, 6th Edition, London: Pearson Education Limited.
Assessment methods and criteria
Project 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
1
Name of lecturer
Prof. (FH) Dr. Wolfgang Reitberger
Academic year
1. year of studies
Key figure of the course/module
DMA.1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable