Digital Marketing PT
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Performance Marketing

level of course unit

second cycle, Master

Learning outcomes of course unit

The students will be placed in a position to differentiate between the various instruments of performance marketing and be able to interpret performance marketing parameters. They will come to understand the possibilities of search engine marketing by using paid and organic listings. In the field of search engine marketing (SEM) the students will learn how to analyze design features of advertising campaigns (e.g. via Adwords/AdSense and Facebook Ads) as well as strategies for successful bid management. In the field of search engine optimization (SEO) they will come to know the current processes for on-page and off-page optimization and also the most important ranking factors of leading search engines and will be able to evaluate the results of these search engines.

prerequisites and co-requisites

Fundamentals of Marketing

course contents

In this course the students will become conversant with the principles of performance marketing, its significant parameters and the correct interpretation of these parameters. Emphasis will be placed on search engine marketing (SEM) together with the sub-topics SEO (search engine optimization) and SEA (search engine advertising). The students will learn how to develop their own successful strategies, concentrating on analysis, strategic focusing, operative implementation and the review of the corresponding activities.

recommended or required reading

Beck, A. (2011): Google AdWords. mitp Düweke, E. / Rabsch, S. (2011): Erfolgreiche Websites - SEO, SEM, Online-Marketing, Usability. Galileo Press Erlhofer, S. (2010): Suchmaschinen-Optimierung - Das umfassende Handbuch. Galileo Computing Fischer, M. (2011): Website Boosting 2.0 - Suchmaschinen-Optimierung, Usability, Online-Marketing. 2. Auflage, mitp

assessment methods and criteria

project or seminar paper and presentation

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Integrated lecture, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Dipl.-Oec. Oliver Bohl

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (integrated lecture)

mode of delivery

In-class course

work placement(s)

not applicable