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Digitales Marketing: E-Competence & Social Media (E)
level of course unit
BachelorLearning outcomes of course unit
The students
• 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.
• know the differences between the various types of products and industries.
• can evaluate and develop a technical marketing and sales concept on their own.
• know the instruments of marketing capital goods and services.
• 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.
• know the differences between the various types of products and industries.
• can evaluate and develop a technical marketing and sales concept on their own.
• know the instruments of marketing capital goods and services.
prerequisites and co-requisites
None
course contents
Part A: Digital Marketing
• Background knowledge on e-commerce (customer expectations and requirements; social, legal & ethical issues).
• Online and social media marketing strategies
• Online and social media goals
• Digital marketing tactics (search engine optimization [SEO], content marketing, inbound marketing, social media marketing, pay-per-click, affiliate marketing, native advertising, email marketing, online PR)
• e-Marketing mix and extension of the 4P in the online context
• Organizational requirements for digital and online marketing
• Monitoring, measurement, online reputation management & public relations
Part B: Services Marketing:
• Basics of B2B marketing
• Buying behavior in business markets / Organizational sourcing behavior
• Instruments of B2B marketing
• Information acquisition & uncertainty as behavior-determining characteristics
• Analysis of the buying center
• Special features of services marketing
• Concepts of services marketing
• Information basics of services marketing
• Operational services marketing & instruments
• Background knowledge on e-commerce (customer expectations and requirements; social, legal & ethical issues).
• Online and social media marketing strategies
• Online and social media goals
• Digital marketing tactics (search engine optimization [SEO], content marketing, inbound marketing, social media marketing, pay-per-click, affiliate marketing, native advertising, email marketing, online PR)
• e-Marketing mix and extension of the 4P in the online context
• Organizational requirements for digital and online marketing
• Monitoring, measurement, online reputation management & public relations
Part B: Services Marketing:
• Basics of B2B marketing
• Buying behavior in business markets / Organizational sourcing behavior
• Instruments of B2B marketing
• Information acquisition & uncertainty as behavior-determining characteristics
• Analysis of the buying center
• Special features of services marketing
• Concepts of services marketing
• Information basics of services marketing
• Operational services marketing & instruments
recommended or required reading
• Beilharz, F. (2021). Crashkurs Digitales Marketing: Social. Local. Mobile.. Freiburg: Haufe-Lexware.
• Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. London, UK: Kogan Page.
• Wirtz, J. (2023). Essentials of services marketing. Harlow, UK: Pearson.
• Wirtz, J., & Lovelock, C. (2022). Services marketing: People, technology, strategy. Hackensack, NJ: World Scientific.
• Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. London, UK: Kogan Page.
• Wirtz, J. (2023). Essentials of services marketing. Harlow, UK: Pearson.
• Wirtz, J., & Lovelock, C. (2022). Services marketing: People, technology, strategy. Hackensack, NJ: World Scientific.
assessment methods and criteria
• Final exam and
• Quiz
• Quiz
language of instruction
Englishnumber of ECTS credits allocated
4eLearning quota in percent
25course-hours-per-week (chw)
3planned 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.
