Digital Marketing II: Budgeting & Controlling

Second cycle, Master

Within the context of the course “Budgeting & Controlling”, students gain comprehensive knowledge regarding the budgeting and controlling process of digital marketing measures. Students apply the process based on a (Google AdWords) case example in order to consolidate and apply the course content. An underlying fundamental understanding of the budgeting and controlling process (conception, structure, key figure determination, data interpretation, response options and optimization processes) is generally valid for digital marketing instruments.

Fundamentals of Classic Marketing & Controlling, Module DMB

Within the context of the course, various areas of controlling (basic knowledge in the area of accounting and controlling is assumed) are addressed with special focus on relevant themes of digital marketing.
After completing the course, students possess the following abilities:
- Determining the goals of digital marketing measures
- Acquiring, analyzing and interpreting the market potential of digital marketing measures
- Determining and managing a marketing budget for digital marketing measures
- Measuring and interpreting the success of a digital marketing campaign
- Deriving recommendations for action
- Creating a final report

- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Zerres, C. (2021). Handbuch Marketing-Controlling (5th ed.). Springer Gabler.

Project work

English

4

lecture, group work, presentation and task discussion

3