Digital Marketing FT
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Affiliate Marketing

level of course unit

second cycle Master

Learning outcomes of course unit

Following the course, students are aware of the essential usage scenarios and parties involved in affiliate marketing. They are able to independently establish cooperative endeavors and are familiar with the fundamental methods for performance measurement, technical implementation and control and can assess the risks and opportunities (e.g. fraud problems) of affiliate marketing.

prerequisites and co-requisites

Module WBW

course contents

The course conveys knowledge of the principles and structures of affiliate marketing. Available tracking methods and their limitations (both from a technical and legal perspective) are addressed within the context of portraying cooperating participants and functional principles. Various provision models and advertising formats of affiliate marketing and their usage scenarios are discussed in detail. Furthermore, affiliate networks as mediators between involved parties and practical examples for the system of marketers, sales partners and customers are analyzed. In conclusion, business models are highlighted, building on affiliate approaches (e.g. white or grey label partnerships).

recommended or required reading

• Von der Burg, K., & Schalling, D. (2015): Affiliate Marketing - Ein Leitfaden für Affiliates und Merchants. CreateSpace Independent Publishing Platform.
• Kellermann, M. (2013): Affiliate Marketing Insights. CreateSpace Independent Publishing Platform.
• Schust, J. (2017): Jetzt zum eigenen Einkommen im Internet: Grundlagen, Methoden und Expertentipps - Affiliate Marketing. Jan Schust.
• Brown, B. (2009): The Complete Guide To Affiliate Marketing On The Web. Atlantic Publishing Group

assessment methods and criteria

seminar thesis

language of instruction

German

number of ECTS credits allocated

2

planned learning activities and teaching methods

lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

1

recommended optional program components

not applicable

course unit code

WAW.2

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable