International Digital Marketing (ILV)




 Alexander Tauchhammer

VertiefungInternational Marketing
Studiengangssemester 2. Semester
Semesterwochenstunden / SWS1,0
ECTS Credits2,0
Unterrichtssprache Englisch

By the end of this course the students should:
identify the major trends in international digital marketing and their impact on the global marketing function
understand when and how to use different digital marketing tools
develop an international digital marketing strategy
evaluate the effectiveness of digital marketing actions

The role of digital marketing in a globalized world
Global trends in digital marketing
Country- and region-specific differences in digital marketing
Cultural and legal issues to consider in international digital markets
Planning the international digital marketing strategy
Acquiring and engaging customers with digital marketing

Using digital marketing instruments in an international context
Website optimization for international business
Display advertising
E-Mail marketing
Search engine marketing (SEM) and search engine optimization (SEO)
Social media marketing
User-generated contents
Web analytics and effectiveness measures for digital marketing

Mobile marketing in an international context
Basics of mobile marketing
Application areas for mobile marketing
Mobile marketing tools

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice. 5th ed. Harlow: Pearson.

Charlesworth, A. (2014). Digital Marketing: A Practical Approach. Abingdon: Routledge.

Ström, R., Vendel, M., & Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012.

Lecture, discussion, case studies, project work

Class participation: 15%
Project work: 70%
Individual reflection: 15%