This course is designed to familiarize students with the fundamentals of strategic and operational marketing. The students

• can explain the effects of digitalization on marketing,
• can explain central decision areas of digital marketing (customer journey, content marketing, online communication, online sales),
• can apply the mentioned decision areas of digital marketing in the creation of marketing concepts.

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The course "Digital Marketing" covers the following topics/contents:

• Effects of digitalization on information and purchasing behavior (Customer Journey),
• Digital opportunities for interaction with customers (Digital Touchpoints),
• Content Marketing,
• Digital sales (eCommerce)

Kreutzer, R. (2018): Praxisorientiertes Online-Marketing: Konzepte - Instrumente - Checklisten. 2. Auflage. Wiesbaden: Springer Gabler.
Lammenet, E. (2019): Praxiswissen Online-Marketing. 7. Auflage. Wiesbaden: Springer Gabler.
Additional authentic materials will be provided by the lecturer and made available and adapted to student needs.
Recommended reading and reference works:
Business Spotlight Magazine (https://www.business-spotlight.de/)
Harvard Business Review (https://hbr.org./)
TED Talks (www.ted.com)
Presentation guru (https://www.presentation-guru.com/)

Moderated group work, lecture, discussion, reflection paper, lecture by and discussion with business experts

Cumulative module examination
The module grade is calculated weighted by the ECTS credits of the individual courses of the module and results as follows:
ILV "Digital Marketing" - 2 ECTS Credits
Assessment type: Continuous assessment
Assessment method/s: Participation in class, multiple choice test, processing of case studies, written final exam