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Digital Marketing I

Niveau der Lehrveranstaltung/des Moduls laut Lehrplan

second cycle, Master

Lernergebnisse der Lehrveranstaltung/des Moduls

The students understand the major toolset of digital marketing, from classical online marketing to state-of-the-art tools like augmented reality and location-based-services. The participants know of advantages and disadvantages and are able to derive appropriate actions to fulfill strategic and operative objectives.

Voraussetzungen laut Lehrplan

not applicable

Lehrinhalte

The students get in touch with the major toolset of digital marketing, from classical online marketing to state-of-the-art tools like augmented reality and location-based-services. The participants are aware of advantages and disadvantages and are able to derive appropriate actions to fulfill strategic and operative objectives. This fundamental course strengthens strategically integrated planning within the marketing mix.

empfohlene Fachliteratur

Jarvis, J. (2009): What would Google do. Bargain Price
Krug, S. (2006): Don’t make me think. New Riders
Weinberg, T. (2009): The new Community Rules. O'Reilly Media
Solis, B. (2011): The end of business as usual. Wiley
Solis, B. (2011): Engage. Wiley Scott, D. (2013): The new rules of marketing in pr. Wiley
Kirkpatrick, D. (2011): The facebook effect. Simon & Schuster.
Lindstrom, M. (2011): Brandwashed. Crown Business.
Lieb, R. (2011): Content Marketing. Que Publishing
Bacon, J. (2012): The art of community. O'Reilly Media
Gorni, N. (2013): Email marketing 2.0. Hoepli
Halligan B. (2011): Inbound marketing, Wiley

Bewertungsmethoden und -kriterien

written examination (seminar paper)

Unterrichtssprache

English

Anzahl der zugewiesenen ECTS-Credits

2

geplante Lehr- und Lernmethoden

integrated course, case studies, discussion, group work

Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird

2

Name des/der Vortragenden

Mag. (FH) Philipp Gamper

Studienjahr

1st year of study

empfohlene optionale Programmeinheiten

not applicable

Kennzahl der Lehrveranstaltungen/des Moduls

MCM.2

Art der Lehrveranstaltung/des Moduls

compulsory (lecture)

Art der Lehrveranstaltung

compulsory (lecture)

Praktikum/Praktika

not applicable

Kontaktpersonen

Kohlhofer Monika
Asc. Prof. (FH) Mag. Monika Kohlhofer
Studiengangsleiterin
+43 5372 71819 176
Monika.Kohlhoferfh-kufstein.ac.at
Exner Carina
Carina Exner
Studiengangsassistentin
+43 5372 71819 118
Carina.Exnerfh-kufstein.ac.at
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