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Module Number:
| 13477
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| Module Title: | Digital Marketing |
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Digitales Marketing
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| Department: |
Faculty 5 - Business, Law and Social Sciences
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| Responsible Staff Member: | -
Prof. Dr. rer. pol. Dost, Florian
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| Language of Teaching / Examination: | English |
| Duration: | 1 semester |
| Frequency of Offer: |
Every summer semester
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| Credits: |
6
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| 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
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Exercise
/ 2 Hours per Week per Semester
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Self organised studies
/ 120 Hours
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| Teaching Materials and Literature: | - Lecture notes/script
- Additional materials announced in first lecture
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| 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%)
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| Evaluation of Module Examination: | Performance Verification – graded |
| Limited Number of Participants: | None |
| Part of the Study Programme: | -
Master (research-oriented) /
Angewandte Mathematik /
PO 2019
-
Abschluss im Ausland /
Betriebswirtschaftslehre /
keine PO
-
Master (research-oriented) /
Betriebswirtschaftslehre /
PO 2017
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Master (research-oriented) /
eBusiness /
PO 2007
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Abschluss im Ausland /
Environmental and Resource Management /
keine PO
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Bachelor (research-oriented) /
Wirtschaftsinformatik /
PO 2024
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Master (research-oriented) /
Wirtschaftsingenieurwesen /
PO 2019
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| | This module has been approved for the general studies. |
| Remarks: | |
| Module Components: | - 530425 Lecture Digital Marketing
- 530426 Exercise Digital Marketing
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| Components to be offered in the Current Semester: | |
