Sports, Culture & Event Management PT
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Digital Marketing (E)

level of course unit

second cycle, Master

Learning outcomes of course unit

Students will learn about the challenges of integrated marketing communication in companies and will be able to design and implement digital marketing strategies. They will be able to plan effective, target-group-oriented marketing budgets.

prerequisites and co-requisites

not applicable

course contents

This course gives an overview of the tools available for digital marketing and their place in marketing campaigns. With the help of case studies, current best practice digital marketing campaigns will be discussed and students will be given the opportunity to design their own marketing concepts.

recommended or required reading

Alpar, A. / Wojcik, D. (2012): Das große Online Marketing Praxisbuch. Data Becker
Lammenett, E. (2012): Praxiswissen Online-Marketing - Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Online-PR. 3. Auflage, Springer Gabler
Weinberg (2010): Social Media Marketing – Strategien für Twitter, Facebook & Co, O´Reilly Verlag
Wirtz (2006): Medien- und Internetmanagement, 2006, Gabler Verlag

assessment methods and criteria

written examination (seminar paper)

language of instruction

English

number of ECTS credits allocated

4

planned learning activities and teaching methods

Integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Mag. (FH) Philipp Gamper

year of study

1. year of studies

recommended optional program components

not applicable

course unit code

SMA.3

type of course unit

compulsory (seminar degree)

mode of delivery

In-class course

work placement(s)

not applicable