Online Marketing: E-Competence & Social Media (E)
level of course unit
first cycle, Bachelor
Learning outcomes of course unit
Students are familiar with modern methods of e-marketing and social media marketing.
• are familiar with the context of online marketing strategies.
• are able to apply the 4 Ps concept to e-marketing.
• are familiar with the necessary organizational preconditions for successful e-marketing.
• are able to develop and assess e-marketing strategies on their own.
prerequisites and co-requisites
In this course students learn about modern methods of e-marketing and its background. They acquire both theoretical as well as practical knowledge in the fields of social networks and social media marketing. Areas of focus in this course are:
• Background knowledge on e-commerce (customer expectations and customer requirements; social, legal & ethical questions)
• Online and social media marketing strategies
• Online and social media objectives
• E-marketing mix and wider use of 4 Ps in an online context
• Organizational preconditions for online marketing
• Monitoring, online reputation management & public relations
• Crowdsourcing & crowdfunding
recommended or required reading
• Laudon, K.; Traver, C. (2013): E-commerce 2013, 9th ed., Global edition, Essex: Pearson.
• Chaffey, D. (2011): E-business and E-commerce Management, 5th ed., Essex: Prentice Hall.
• Strauss, J.; Frost, R. (2013): E-Marketing, 7th ed., Essex: Prentice Hall.
• Bernecker, M.; Beilharz, M. (2012): Social Media Marketing: Strategien, Tipps & Tricks für die Praxis, 2. Auflage, Köln: Johanna Verlag.
• Grabs, A.; Bannour, K.-P.; Vogl, E. (2014): Follow me! – Erfolgreiches SMM mit Facebook, Twitter & Co., 2. Auflage, Bonn: Galileo Computing.
• Safko, L. (2012): The social media bible, 3rd ed., Hoboken: John Wiley & Sons.
assessment methods and criteria
homework and/or case study
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Mag. (FH) Dominik Neuner
year of study
2.year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery