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Digital Marketing I: Strategy Development & Planning
level of course unit
Second cycle, MasterLearning outcomes of course unit
Students gain knowledge of all content that is necessary for preparing a creative marketing strategy (emphasis marketing communication), encompassing both classic and new media. They are additionally able to criticize given marketing strategies, provide change suggestions, develop independent marketing strategies and take on media planning.
prerequisites and co-requisites
not applicable
course contents
Within the context of the fundamental course at the master level, students independently review previously acquired marketing fundamentals while the challenges of marketing communication in digital media are introduced subsequently.
Central course content includes the following areas:
- Situational analysis
- Target definition
- Target group analysis
- Targeting
- Briefing for agencies
- Message development
- Media selection (classic/digital, BTL/ATL)
- Media planning
Central course content includes the following areas:
- Situational analysis
- Target definition
- Target group analysis
- Targeting
- Briefing for agencies
- Message development
- Media selection (classic/digital, BTL/ATL)
- Media planning
recommended or required reading
- Fill, C. (2016): Marketing Communications. Interactivity, Communities and Content. 7. Auflage, Prentice Hall – Pearson Education
- Gay, R., Charlesworth, A., & Esen, R. (2007): Onlinemarketing. A Customer-led Approach. Oxford press
- Kreutzer, R. (2016): Online-Marketing, Wiesbaden: Springer Verlag.
- Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice, 6th Edition, London: Pearson Education Limited.
- Gay, R., Charlesworth, A., & Esen, R. (2007): Onlinemarketing. A Customer-led Approach. Oxford press
- Kreutzer, R. (2016): Online-Marketing, Wiesbaden: Springer Verlag.
- Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice, 6th Edition, London: Pearson Education Limited.
assessment methods and criteria
Project 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
