Digital Marketing FT
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level of course unit

second cycle Master

Learning outcomes of course unit

Students gain elementary knowledge of legal fundamentals in the context of marketing measures on the web and its technologies.

prerequisites and co-requisites

Fundamentals of Business Administration

course contents

The content comprises the following legal fields within the context of the web: private and public law, competition law and criminal law. Specifically procedures for identity and authenticity safeguarding, electronic signatures, data protection and e-commerce (international purchasing law, jurisdiction and enforcement questions) are addressed. The legal foundations of competition law, patent law and advertising on the Internet are also discussed in an international comparison.

recommended or required reading

- Knyrim, R. (2015): Datenschutzrecht. Österreichisches Recht: Praxisbuch für richtiges Registrieren, Verarbeiten, Übermitteln, Zustimmen, Outsourcen, Werben uvm. 3. Auflage, Manz-Verlag
- Ergänzend dazu: Aktuelle Gesetzestexte, OGH-Entscheide und Fallbeispiele)
- Datenschutz-Grundverordnung: Das neue Datenschutzrecht in Österreich und der EU (Praxishandbuch) Gebundenes Buch (4. August 2016)

assessment methods and criteria


language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


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

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable