Digital Marketing III: Omnichannel Marketing Communications
level of course unit
Second cycle, Master
Learning outcomes of course unit
Graduates have profound subject-specific knowledge and are able to apply this knowledge due to the integrative character of the course. They can evaluate integrated marketing plans and independently prepare a detailed omnichannel marketing plan including briefing for internally and externally involved parties (areas of company communications, strategy, knowledge management, personnel, CRM, sales, IT, product development).
prerequisites and co-requisites
Fundamentals of Classic Marketing, DMB, DMA
Building on knowledge acquired in the previous three semesters, the usage of digital channels for market research/analytics, development, implementation and adaptation of entrepreneurial strategies as well as for the effect of intra-organizational measures are understood and applied based on case examples selected by the teaching staff.
Students develop an omnichannel marketing communications strategy through project work in which all content of digital marketing modules is integrated.
recommended or required reading
• Blakeman, R. (2018): Integrated Marketing Communication. 3rd edition, Rowman & Littlefield
• Fill, C. (2016): Marketing Communications. Interactivity, Communities and Content. 7. Auflage, Prentice Hall – Pearson Education
• Kotler, P., Armstrong, G., Harris, L.C., & Piercy, L. (2016). Grundlagen des Marketing, 6., aktualisierte Auflage, Essex: Pearson Studium
• Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Der Leitfaden für das Marketing der Zukunft. Campus Verlag.
• Kreutzer, R.T. & Land, K.H. (2017): Digitale Markenführung: Digital Branding im Zeitalter des digitalen Darwinismus. Springer Gabler.
assessment methods and criteria
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)
Prof. (FH) Dr. Wolfgang Reitberger
year of study
2. year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery