Digital Marketing FT
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Digital Dialog Marketing

level of course unit

second cycle, Master

Learning outcomes of course unit

Students are able to analyze the media and the possibilities of digital dialog marketing, present their advantages and disadvantages based on examples and select the instrument that is suitable for the respective marketing target.

prerequisites and co-requisites

Fundamentals of Classic Marketing

course contents

The course provides an overview of the media of digital dialog marketing, its possibilities, framework conditions and risks, discusses differences with respect to classic dialog marketing and addresses the particularities of social, mobile and direct marketing. E-mail marketing is another focal point. In addition to theoretical input, implementation in marketing practices is also analyzed based on case examples. Students gain practically relevant experience in the usage of digital dialog marketing through exercises. The course provides the foundation for the consolidation “Social Media I & II”.

recommended or required reading

• Alpar, A., & Wojcik, D. (2012): Das große Online-Marketing Praxisbuch. Data Becker
• Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag

assessment methods and criteria

seminar thesis

language of instruction

German

number of ECTS credits allocated

5

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. year of studies

recommended optional program components

not applicable

course unit code

DMB.2

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable