Digital Marketing

level of course unit

first cycle, Master

Learning outcomes of course unit

Students can:
- understand the challenges of integrated marketing communication for companies
- design and implement digital marketing strategies
Students will evaluate marketing budgets, giving consideration to:
- target groups
- efficiency
- range
- output
Students can:
- respond to digital challenges
- identify cause-effect relationships
- assess and question your own actions

prerequisites and co-requisites

not applicable

course contents

The course presents:
- An overview of the digital marketing tools currently in use
- The framework conditions when using digital marketing
- The special challenges regarding interaction and fast pace in digital marketing
Based on case studies, current best practice digital marketing campaigns are discussed and own marketing concepts are designed.

recommended or required reading

Chaffey, D. & Ellis-Chadwick, F. (2019): Digital Marketing. 7th edition. UK: Pearson Education Limited.
Kingsnorth, S. (2019): Digital Marketing Strategy: An integrated approach to online marketing. 2nd edition. Kogan Page.
Kotler, P.; Armstrong, G.; Harris, L. C. & Piercy, N. (2016): Principles of Marketing. 7th European Edition. UK: Pearson Education Limited.
Krug, St. (2013): Don’t Make Me Think: A Common Sense Approach to Web Usability. 3rd edition. New Riders.
Tavsan, N. & Erdem, C. (2018): Customer Experience Management: How to Design, Integrate, Measure and Lead. Tasora Books.