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
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
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
1. year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery