Digital Marketing
Niveau der Lehrveranstaltung/des Moduls laut Lehrplan
first cycle, Master
Lernergebnisse der Lehrveranstaltung/des Moduls
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
Voraussetzungen laut Lehrplan
not applicable
Lehrinhalte
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.
empfohlene Fachliteratur
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.
Bewertungsmethoden und -kriterien
project, presentation
Unterrichtssprache
Englisch
Anzahl der zugewiesenen ECTS-Credits
3
eLearning Anteil in Prozent
20
Semesterwochenstunden (SWS)
2
geplante Lehr- und Lernmethoden
integrated course
Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird
2
Name des/der Vortragenden
Mag. (FH) Philipp Gamper
Studienjahr
1
empfohlene optionale Programmeinheiten
keine
Kennzahl der Lehrveranstaltungen/des Moduls
vz.MS.4
Art der Lehrveranstaltung/des Moduls
Integrierte Lehrveranstaltung
Art der Lehrveranstaltung
Pflichtfach
Praktikum/Praktika
not applicable