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Performance Marketing

level of course unit

second cycle Master

Learning outcomes of course unit

Students can differentiate between central instruments of performance marketing and interpret the key figures/KPIs of performance marketing. They understand the potential of search engine marketing via paid organic listings. In the SEA area, students can analyze the design characteristics of advertising campaigns (e.g. via AdWords/AdSense and Facebook ads) as well as strategies for successful bid management. In the area of search engine optimization (SEO), they are familiar with common procedures for on-page and off-page optimization as well as with the most important ranking factors of leading search engines and are able to assess their results

prerequisites and co-requisites

Fundamentals of Classic Marketing

course contents

The course conveys the fundamentals of performance marketing: The focus is on providing an overview of central approaches and their effective mechanisms as well as on conveying essential key parameters and their correct interpretation. Search engine marketing with its subitems SEO and SEA is emphasized.
Students are instructed in developing independent and promising strategies. Analysis, strategic orientation, operational realization and implementation as well as the control of respective activities are further central aspects.

recommended or required reading

• Fischer, M. (2011): Website Boosting 2.0 - Suchmaschinen-Optimierung, Usability, Online-Marketing. 2. Auflage, mitp
• Kamps, I., Schetter, D. (2017): Performance Marketing: Der Wegweiser zu einem mess- und steuerbaren Marketing – Einführung in Instrumente, Methoden und Technik. Springer Gabler.
• Beilharz, F., Kattau, N., Kratz, K., Kopp, O., Probst, A. (2017): Der Online-Marketing-Manager: Handbuch für die Praxis. O'Reilly.

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

2

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.3

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable