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Digital Dialog Marketing
level of course unit
second cycle, MasterLearning outcomes of course unit
Students are able to analyze the media and the possibilities of digital dialog marketing, present their advantages and disadvantages based on examples and select the instrument that is suitable for the respective marketing target.
prerequisites and co-requisites
not applicable
course contents
The course provides an overview of the media of digital dialog marketing, its possibilities, framework conditions and risks, discusses differences with respect to classic dialog marketing and addresses the particularities of social, mobile and direct marketing. E-mail marketing is another focal point. In addition to theoretical input, implementation in marketing practices is also analyzed based on case examples. Students gain practically relevant experience in the usage of digital dialog marketing through exercises. The course provides the foundation for the consolidation “Social Media I & II”.
recommended or required reading
- Alpar, A., & Wojcik, D. (2012): Das große Online-Marketing Praxisbuch. Data Becker
- Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag
- Lammenett, E. (2017): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6. Auflage, Springer Verlag
assessment methods and criteria
Seminar work
language of instruction
Germannumber of ECTS credits allocated
5eLearning quota in percent
20course-hours-per-week (chw)
2.5planned learning activities and teaching methods
lecture, group work, presentation and task discussion
