Digitales Marketing: E-Competence & Social Media (E)
level of course unit
Learning outcomes of course unit
• Know the modern methods of e-marketing and social media marketing.
• Know the context of online marketing strategies.
• Can apply the concept of 4P, 5P and/or 7P to e-marketing.
• Know the necessary organizational requirements for successful e-marketing.
• Can independently develop and evaluate e-marketing strategies.
prerequisites and co-requisites
• Marketing (E)
The course presents modern methods of digital and e-marketing and their background. Both theoretical and practical knowledge in the field of social networks and social media marketing are imparted. The main focus of the course is on the following topics:
• Background knowledge on e-commerce (customer expectations and requirements; social, legal & ethical issues)
• Online and social media marketing strategies
• Online and social media goals
• Tactics in digital marketing (search engine optimization [SEO], content marketing, inbound marketing, social media marketing, pay-per-click, partner marketing, native advertising, email marketing, online PR)
• e-Marketing mix and expansion of 4P in online context
• Organizational requirements for digital and online marketing
• Monitoring, measurement, online reputation management & public relations
recommended or required reading
Dahl, S. (2018). Social media marketing. London, UK: SAGE Publications.
Hanlon, A. (2019). Digital marketing: Strategic planning & integration. London, UK: SAGE Publications.
Heinemann, G. (2019). Der neue Online-Handel: Geschäftsmodelle, Geschäftssysteme und Benchmarks im E-Commerce. Wiesbaden: Springer Verlag.
Kreutzer, R. T. (2017). Praxisorientiertes Online-Marketing: Konzepte – Instrumente - Checklisten. Wiesbaden: Springer Verlag.
Lammenett, E. (2017). Praxiswissen Online-Marketing: Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. Wiesbaden: Springer Verlag.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. London, UK: SAGE Publications.
assessment methods and criteria
• Final exam and
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
• 25 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.
semester/trimester when the course unit is delivered
name of lecturer(s)
Mag. (FH) Dominik Neuner
course unit code
type of course unit
mode of delivery