Digital Marketing
Niveau
first cycle, Master
Learning outcomes of the courses/module
Students can:
- understand the challenges of integrated marketing communication for companies
- design and implement digital marketing strategies
Students will evaluate marketing budgets, giving consideration to:
- target groups
- efficiency
- range
- output
Students can:
- respond to digital challenges
- identify cause-effect relationships
- assess and question your own actions
Prerequisites for the course
not applicable
Course content
The course presents:
- An overview of the digital marketing tools currently in use
- The framework conditions when using digital marketing
- The special challenges regarding interaction and fast pace in digital marketing
Based on case studies, current best practice digital marketing campaigns are discussed and own marketing concepts are designed.
Recommended specialist literature
Chaffey, D. & Ellis-Chadwick, F. (2019): Digital Marketing. 7th edition. UK: Pearson Education Limited.
Kingsnorth, S. (2019): Digital Marketing Strategy: An integrated approach to online marketing. 2nd edition. Kogan Page.
Kotler, P.; Armstrong, G.; Harris, L. C. & Piercy, N. (2016): Principles of Marketing. 7th European Edition. UK: Pearson Education Limited.
Krug, St. (2013): Don’t Make Me Think: A Common Sense Approach to Web Usability. 3rd edition. New Riders.
Tavsan, N. & Erdem, C. (2018): Customer Experience Management: How to Design, Integrate, Measure and Lead. Tasora Books.
Assessment methods and criteria
project, presentation
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
20
Semester hours per week
2.0
Planned teaching and learning method
integrated course
Semester/trimester in which the course/module is offered
2
Name of lecturer
Mag. (FH) Philipp Gamper
Academic year
1
Key figure of the course/module
vz.MS.4
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable