Digital Marketing III: Omnichannel Marketing Communications

Second cycle, Master

• Upon completion of the course, students possess in-depth expertise and, due to the integrative nature of the course, are able to apply this knowledge. They are capable of evaluating integrated marketing plans and independently developing a detailed omnichannel marketing plan, including a briefing for internal and external stakeholders (e.g., corporate communications, strategy, knowledge management, human resources, CRM, sales, IT, and product development).

Fundamentals of Classic Marketing, DMB, DMA

Building on the knowledge acquired in the previous three semesters, case studies selected by the instructor serve to deepen the understanding and application of digital channels for market research/analytics, the development, implementation, and adaptation of business strategies, as well as for assessing the impact of intra-organizational measures. Generative AI is also addressed in this context. Within corresponding project work, students develop an omnichannel marketing communications strategy that integrates all content from the Digital Marketing modules.

- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.

Project work

English

3

lecture, group work, presentation and task discussion

4