Digital Marketing Communication (WP)*

2. Study cycle, Master

The students: • know the communication basics relevant for marketing. • know the specifics of digital communication, especially with regard to marketing communication and social media. • can design a digital marketing strategy along the marketing mix factors. • have acquired basic knowledge in the field of CRM, so that they know the functionality and well-known software solutions. • know how CRM data can be integrated into a digital marketing concept, especially in the area of sales-promoting communication.

2nd semester: Specialization in International Marketing Management course of the 1st semester

• Basics of marketing communication • Basics of digital communication • Development of a digital marketing strategy • Development of a digital marketing mix • Evaluation of a digital marketing concept • Basics of customer relationship management (CRM)

• Chaffey, Dave: Digital Marketing. Pearson (latest edition) • Kingsnorth, Simon: Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page (latest edition) • Smith, Paul R.; Zook, Ze: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition) • 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

Online tasks, term paper, presentation

English

3

15

2.0

Blended Learning

2

Prof. (FH) Dr. Peter Dietrich

10.MV.SIM.2.2

integrated lecture

Compulsory

none