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Digital Marketing Communication (WP)*
level of course unit
2. Study cycle, MasterLearning outcomes of course unit
The students:
• know the communication basics relevant for marketing.
• know the specifics of digital communication, especially with regard to marketing communication and social media.
• can design a digital marketing strategy along the marketing mix factors.
• have acquired basic knowledge in the field of CRM, so that they know the functionality and well-known software solutions.
• know how CRM data can be integrated into a digital marketing concept, especially in the area of sales-promoting communication.
• know the communication basics relevant for marketing.
• know the specifics of digital communication, especially with regard to marketing communication and social media.
• can design a digital marketing strategy along the marketing mix factors.
• have acquired basic knowledge in the field of CRM, so that they know the functionality and well-known software solutions.
• know how CRM data can be integrated into a digital marketing concept, especially in the area of sales-promoting communication.
prerequisites and co-requisites
2nd semester: Specialization in International Marketing Management course of the 1st semester
course contents
• Basics of marketing communication
• Basics of digital communication
• Development of a digital marketing strategy
• Development of a digital marketing mix
• Evaluation of a digital marketing concept
• Basics of customer relationship management (CRM)
• Basics of digital communication
• Development of a digital marketing strategy
• Development of a digital marketing mix
• Evaluation of a digital marketing concept
• Basics of customer relationship management (CRM)
recommended or required reading
• Chaffey, Dave: Digital Marketing. Pearson (latest edition)
• Kingsnorth, Simon: Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page (latest edition)
• Smith, Paul R.; Zook, Ze: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• Kingsnorth, Simon: Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page (latest edition)
• Smith, Paul R.; Zook, Ze: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
assessment methods and criteria
Online tasks, term paper, presentation
language of instruction
Englishnumber of ECTS credits allocated
3eLearning quota in percent
15course-hours-per-week (chw)
2planned learning activities and teaching methods
Blended Learning
