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Digital Marketing II

Niveau der Lehrveranstaltung/des Moduls laut Lehrplan

second cycle, Master

Lernergebnisse der Lehrveranstaltung/des Moduls

The follow-up module allows students a deep dive into some specific areas of the digital toolset to foster the participant’s fields of expertise. Students are able to apply available digital marketing tools. Students are able to understand and apply the major social media tools, content strategies and direct marketing activities.

Voraussetzungen laut Lehrplan

not applicable

Lehrinhalte

The deep dives include email marketing, ecommerce, social media marketing, life cycle management and reporting. Accompanied by many case studies the participants learn how to operate in these fields.

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

4

geplante Lehr- und Lernmethoden

integrated course, case studies, discussion, group work

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

3

Name des/der Vortragenden

Mag. (FH) Philipp Gamper

Studienjahr

2nd year of study

empfohlene optionale Programmeinheiten

not applicable

Kennzahl der Lehrveranstaltungen/des Moduls

MCM.3

Art der Lehrveranstaltung/des Moduls

compulsory (seminar degree)

Art der Lehrveranstaltung

in-class course

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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