Digital Marketing Communication (WP)*
Niveau
2. Study cycle, Master
Learning outcomes of the courses/module
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.
• 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.
Prerequisites for the course
2nd semester: Specialization in International Marketing Management course of the 1st semester
Course content
• 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)
• 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)
Recommended specialist literature
• 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)
• 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)
Assessment methods and criteria
Online tasks, term paper, presentation
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
15
Semester hours per week
2.0
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
10.MV.SIM.2.2
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none