13477 - Digital Marketing Modulübersicht

Module Number: 13477
Module Title:Digital Marketing
  Digitales Marketing
Department: Faculty 5 - Business, Law and Social Sciences
Responsible Staff Member:
  • Prof. Dr. rer. pol. Dost, Florian
Language of Teaching / Examination:English
Duration:1 semester
Frequency of Offer: Every summer semester
Credits: 6
Learning Outcome:After completing this module, students will have a solid understanding of the digital marketing sphere (including the digital advertising ecosystem, e-commerce, customer relationship management, etc.) and the macro trends shaping it. They will understand digital marketing tools, instruments and strategies. Furthermore, students will understand and apply marketing, behavioural and network theories relevant to digital marketing. Students will have gained the skills to systematically assess customer potentials, analyse marketing activities, formulate digital marketing plans, and implement digital marketing activities.
Contents:This module covers digital advertising, consumer-to-consumer marketing, influencer marketing, mobile, etc., as well as the macro-consequences of digitalisation. Exercises will focus on creating influencer profiles, CRM analytics, RFM, CLV, and network analyses.
Recommended Prerequisites:None
Mandatory Prerequisites:None
Forms of Teaching and Proportion:
  • Lecture / 2 Hours per Week per Semester
  • Exercise / 2 Hours per Week per Semester
  • Self organised studies / 120 Hours
Teaching Materials and Literature:
  • Lecture notes/script
  • Additional materials announced in first lecture
Module Examination:Continuous Assessment (MCA)
Assessment Mode for Module Examination:
  • Exam, 60 min., (50%)
  • Group project, a written report (ca. 10 pages) + presentation (ca. 15 min), (50%)
Evaluation of Module Examination:Performance Verification – graded
Limited Number of Participants:None
Part of the Study Programme:
  • Master (research-oriented) / Angewandte Mathematik / PO 2008
  • Master (research-oriented) / Angewandte Mathematik / PO 2019
  • Bachelor (research-oriented) / Architektur / PO 2014
  • Bachelor (research-oriented) - Double Degree / Architektur / PO 2014
  • Bachelor (research-oriented) / Architektur / PO 2022
  • Master (research-oriented) / Architektur / PO 2016 - NF 2020
  • Master (research-oriented) / Artificial Intelligence / PO 2022
  • Master (research-oriented) / Bauen und Erhalten / PO 2007
  • Bachelor (research-oriented) - Extended Semester / Bauingenieurwesen / PO 2017
  • Bachelor (research-oriented) / Bauingenieurwesen / PO 2017 - (6 FS)
  • Bachelor (research-oriented) / Bauingenieurwesen / PO 2022
  • Bachelor (research-oriented) - Extended Semester / Bauingenieurwesen / PO 2022
  • Master (research-oriented) / Bauingenieurwesen / PO 2014
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Bauingenieurwesen - dual / PO 2017
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Bauingenieurwesen - dual / PO 2022
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Bauingenieurwesen - dual / PO 2022
  • Bachelor (research-oriented) / Bau- und Kunstgeschichte / PO 2022
  • Abschluss im Ausland / Betriebswirtschaftslehre / keine PO
  • Master (research-oriented) / Betriebswirtschaftslehre / PO 2017
  • Bachelor (applied) / Biotechnologie / PO 2018
  • Bachelor (applied) - Double Degree / Biotechnologie / PO 2021
  • Master (applied) / Biotechnology / PO 2018
  • Master (applied) - Extended Semester / Biotechnology / PO 2018 - (4 FS)
  • Master (research-oriented) / Cyber Security / PO 2017
  • Bachelor (research-oriented) / Digitale Gesellschaft / PO 2022
  • Master (research-oriented) / eBusiness / PO 2007
  • Bachelor (applied) / Elektrotechnik / PO 2018
  • Bachelor (research-oriented) / Elektrotechnik / PO 2014
  • Bachelor (research-oriented) / Elektrotechnik / PO 2019 - 1. SÄ 2020
  • Bachelor (research-oriented) / Elektrotechnik / PO 2022
  • Master (applied) / Elektrotechnik / PO 2018
  • Master (applied) - Extended Semester / Elektrotechnik / PO 2018 - (4 FS)
  • Master (research-oriented) / Elektrotechnik / PO 2014
  • Master (research-oriented) / Elektrotechnik / PO 2019 - 1. SÄ 2020
  • Master (research-oriented) / Elektrotechnik / PO 2023
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Elektrotechnik - dual / PO 2018 - ausbildungsintegrierend
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Elektrotechnik - dual / PO 2018 - praxisintegrierend
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Elektrotechnik - dual / PO 2022
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Elektrotechnik - dual / PO 2022
  • Abschluss im Ausland / Environmental and Resource Management / keine PO
  • Bachelor (applied) / Hebammenwissenschaft / PO 2021
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Hebammenwissenschaft / PO 2021
  • Bachelor (research-oriented) / Informatik / PO 2008 - 1. SÄ 2017
  • Master (research-oriented) / Informatik / PO 2008 - 2. SÄ 2017
  • Bachelor (research-oriented) / Informations- und Medientechnik / PO 2017
  • Bachelor (applied) / Instrumental- und Gesangspädagogik / PO 2019
  • Master (research-oriented) / Klimagerechtes Bauen und Betreiben / PO 2018 - SÄ 2023
  • Bachelor (research-oriented) / Kultur und Technik / PO 2017
  • Master (research-oriented) / Kultur und Technik / PO 2017
  • Bachelor (research-oriented) / Künstliche Intelligenz / PO 2022
  • Bachelor (research-oriented) / Künstliche Intelligenz Technologie / PO 2022
  • Master (research-oriented) / Künstliche Intelligenz Technologie / PO 2022
  • Bachelor (research-oriented) / Landnutzung und Wasserbewirtschaftung / PO 2017
  • Master (research-oriented) / Landnutzung und Wasserbewirtschaftung / PO 2018
  • Bachelor of Education / Lehramt Primarstufe / PO 2023
  • Master (research-oriented) / Leichtbau und Werkstofftechnologie / PO 2023
  • Master (research-oriented) - Co-Op Programme with Practical Place / Leichtbau und Werkstofftechnologie - dual / PO 2023
  • Bachelor (applied) / Maschinenbau / PO 2018
  • Bachelor (research-oriented) / Maschinenbau / PO 2006
  • Bachelor (research-oriented) / Maschinenbau / PO 2021
  • Master (applied) / Maschinenbau / PO 2018 - SÄ 2021
  • Master (applied) - Extended Semester / Maschinenbau / PO 2018 (4 FS) - SÄ 2021
  • Master (research-oriented) / Maschinenbau / PO 2006 - 2. SÄ 2012
  • Master (research-oriented) / Maschinenbau / PO 2023
  • Master (research-oriented) - Reduced Semester / Maschinenbau / PO 2023
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Maschinenbau - dual / PO 2018 - ausbildungsintegrierend
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Maschinenbau - dual / PO 2018 - praxisintegrierend
  • Bachelor (research-oriented) - Co-Op Programme with Integrated Vocational Training / Maschinenbau - dual / PO 2021
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Maschinenbau - dual / PO 2021
  • Master (research-oriented) - Co-Op Programme with Practical Place / Maschinenbau - dual / PO 2023
  • Bachelor (research-oriented) / Materialchemie / PO 2018
  • Master (research-oriented) / Materialchemie / PO 2018
  • Bachelor (research-oriented) / Mathematik / PO 2023
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Mathematik - dual / PO 2023
  • Bachelor (research-oriented) / Medizininformatik / PO 2016
  • Bachelor (research-oriented) / Medizintechnik / PO 2022
  • Bachelor (research-oriented) - Co-Op Programme with Practical Placement / Medizintechnik - dual / PO 2022
  • Master (research-oriented) / Nachwachsende Rohstoffe und Erneuerbare Energien / PO 2008
  • Bachelor (applied) / Pflegewissenschaft / PO 2017
  • Bachelor (applied) / Pflegewissenschaft / PO 2020
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Pflegewissenschaft / PO 2020
  • Master (research-oriented) / Physics / PO 2021
  • Bachelor (research-oriented) / Physik / PO 2021
  • Master (research-oriented) / Physik / PO 2018
  • Master (research-oriented) / Power Engineering / PO 2016
  • Bachelor (applied) / Soziale Arbeit / PO 2018
  • Bachelor (applied) - Double Degree / Soziale Arbeit / PO 2018
  • Bachelor (applied) / Soziale Arbeit / PO 2020
  • Bachelor (applied) - Double Degree / Soziale Arbeit / PO 2020
  • Master (applied) / Soziale Arbeit / PO 2018
  • Master (applied) / Soziale Arbeit / PO 2020
  • Bachelor (research-oriented) / Städtebau und Stadtplanung / PO 2019
  • Master (research-oriented) / Stadtplanung / PO 2019
  • Bachelor (research-oriented) / Stadtplanung und Städtebau / PO 2023
  • Bachelor (research-oriented) / Stadt- und Regionalplanung / PO 2016
  • Master (research-oriented) / Stadt- und Regionalplanung / PO 2017
  • Master (research-oriented) / Stadt- und Regionalplanung / PO 2023
  • Bachelor (applied) / Therapiewissenschaften / PO 2017
  • Bachelor (research-oriented) / Umweltingenieurwesen / PO 2006 - 3. SÄ 2018
  • Bachelor (research-oriented) / Umweltingenieurwesen / PO 2021
  • Bachelor (research-oriented) / Wirtschaftsinformatik / PO 2024
  • Bachelor (applied) / Wirtschaftsingenieurwesen / PO 2018
  • Master (applied) / Wirtschaftsingenieurwesen / PO 2018
  • Master (applied) - Extended Semester / Wirtschaftsingenieurwesen / PO 2018 - (4 FS)
  • Master (research-oriented) / Wirtschaftsingenieurwesen / PO 2019
  • Bachelor (applied) - Co-Op Programme with Integrated Vocational Training / Wirtschaftsingenieurwesen - dual / PO 2018
  • Bachelor (applied) - Co-Op Programme with Practical Placement / Wirtschaftsingenieurwesen - dual / PO 2018
 This module has been approved for the general studies.
Remarks:
Module Components:
  • 530425 Lecture Digital Marketing
  • 530426 Exercise Digital Marketing
Components to be offered in the Current Semester:
  • no assignment