Upon successful completion of the course, students will be able to

• list the central aspects of performance marketing.
• understand the role of performance marketing in digital marketing.
• design and implement performance marketing campaigns.
• maximize efficiency with performance measurement in performance marketing.
• know the meaning of artificial intelligence (ai) and its impact on performance marketing.
• connect performance marketing with content from the other courses in the "Digital Marketing & Sales" program.

none

• Search Engine Optimization (SEO)
• Search Engine Advertising (SEA)
• Display advertising
• Video advertising
• Affiliate marketing
• Programmatic advertising

Busch, O. (publisher) (2018): Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. Heidelberg: Springer.

Cook, D. (2023): The 2023 Essential Google Ads Guide for Beginners: Discover Next-Levels Strategies for Exponential Brand Growth Using SEO, PPC, Google AdSense, Social Media Marketing, and Digital Marketing. Independently
published.

Eric, E./Spencer, S./Stricchiola, J. (2023): The Art of SEO: Mastering Search Engine Optimization (4th Ed.). Heidelberg: O'Reilly Media.

Helmold, M. (2022): Performance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation Management (Management for Professionals). Heidelberg: Springer International Publishing.

Novak A. R./Davis N. X. (2023): Affiliate Marketing Mastery: Your Step-by-Step Guide to Online Profits. Amazon Digital Services LLC - Kdp.

Remondes, J./Madeira, P./Alves, C. (publisher) (2023): Connecting With Consumers Through Effective Personalization and Programmatic Advertising Hershey: IGI Global.

Seebacher U./Hannig U. (2023): Marketing and Sales Automation: Basics, Implementation, and Applications. Basel: Springer International Publishing.

Scholl, H. (2023): Video Marketing with AI Mastery. Independently published.

Lecture, discussion, self-study and group work, case studies

Integrated module examination

Continuous assessment type: froup or individual presentation, final written examination