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Digital Marketing II: Budgeting & Controlling

level of course unit

Second cycle, Master

Learning outcomes of course unit

Within the context of the course “Budgeting & Controlling”, students gain comprehensive knowledge regarding the budgeting and controlling process of digital marketing measures. Students apply the process based on a (Google AdWords) case example in order to consolidate and apply the course content. An underlying fundamental understanding of the budgeting and controlling process (conception, structure, key figure determination, data interpretation, response options and optimization processes) is generally valid for digital marketing instruments.

prerequisites and co-requisites

Fundamentals of Classic Marketing & Controlling, Module DMB

course contents

Within the context of the course, various areas of controlling (basic knowledge in the area of accounting and controlling is assumed) are addressed with special focus on relevant themes of digital marketing.
After completing the course, students possess the following abilities:
- Determining the goals of digital marketing measures
- Acquiring, analyzing and interpreting the market potential of digital marketing measures
- Determining and managing a marketing budget for digital marketing measures
- Measuring and interpreting the success of a digital marketing campaign
- Deriving recommendations for action
- Creating a final report

recommended or required reading

• Hildebrandt, T. (2016). Web-Business – Controlling und Optimierung: Wie das Web erfolgreich in Unternehmen genutzt wird. Deutscher Betriebswirte-Verlag
• Haberich, R. (2012). Future Digital Business: Wie Business Intelligence und Web Analytics Online-Marketing und Converison verändern. mitp.
• Ziehe, N. (2013). Marketing-Controlling. Johanna Verlag.
• Brody, P., & Pureswaran, V. (2015). The next digital gold rush: how the Internet of things will create liquid, transparent markets. Strategy & Leadership, 43(1), 36-41.
• Hienerth, C. (2010). Kennzahlenmodell zur Erfolgsbewertung des E-Commerce: Analyse am Beispiel eines Mehrkanaleinzelhändlers, Gabler

assessment methods and criteria

project work

language of instruction

German

number of ECTS credits allocated

4

planned learning activities and teaching methods

lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered

3

name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

2. year of studies

recommended optional program components

not applicable

course unit code

DMA.2

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable