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Digital Marketing I: Strategy Development & Planning

level of course unit

Second cycle, Master

Learning outcomes of course unit

Students gain knowledge of all content that is necessary for preparing a creative marketing strategy (emphasis marketing communication), encompassing both classic and new media. They are additionally able to criticize given marketing strategies, provide change suggestions, develop independent marketing strategies and take on media planning.

prerequisites and co-requisites

Fundamentals of Classic Marketing & Controlling, Module DMB

course contents

Within the context of the fundamental course at the master level, students independently review previously acquired marketing fundamentals while the challenges of marketing communication in digital media are introduced subsequently.

Central course content includes the following areas:
- Situational analysis
- Target definition
- Target group analysis
- Targeting
- Briefing for agencies
- Message development
- Media selection (classic/digital, BTL/ATL)
- Media planning

recommended or required reading

• Fill, C. (2016): Marketing Communications. Interactivity, Communities and Content. 7. Auflage, Prentice Hall – Pearson Education
• Gay, R., Charlesworth, A., & Esen, R. (2007): Onlinemarketing. A Customer-led Approach. Oxford press
• Kreutzer, R. (2016): Online-Marketing, Wiesbaden: Springer Verlag.
• Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice, 6th Edition, London: Pearson Education Limited.

assessment methods and criteria

project work

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

DMA.1

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable