The book introduces the Digital Marketing Roadmap, a structured yet flexible framework designed to help organizations plan, execute, and measure their digital marketing activities in a rapidly evolving digital environment. With new technologies, platforms, and tools emerging almost daily, marketing teams are increasingly challenged not only to keep pace but also to clearly demonstrate their impact on business and revenue goals. The Digital Marketing Roadmap addresses this challenge by providing a clear, step‑by‑step approach that ensures strategic alignment, transparency, and measurability across all digital marketing initiatives.
The authors emphasize the alignment of the customer journey and the sales funnel, ensuring that digital marketing activities are not developed in isolation but integrated into broader organizational and sales objectives. A practical KPI framework supports data‑driven decision‑making and continuous optimization, helping marketing professionals maintain strategic oversight while remaining agile in dynamic markets.
A particular highlight of the book is an extensive and up‑to‑date real‑world case study of Dr. Oetker, which illustrates how the Digital Marketing Roadmap can be applied in a complex, international corporate environment. The case study demonstrates the practical implementation of the roadmap across analysis, concept development, and success measurement, offering readers concrete insights into strategic decision-making, KPI design, and performance optimization in a well-known global brand context. This applied example strengthens the book’s relevance for both practitioners and students by directly linking theory to real business practice.
The book is authored by Alexander Schwarz‑Musch, PhD, Alexander Tauchhammer, MA, and Bernhard Guetz, PhD, all of whom are closely connected to FH Kärnten. Alexander Schwarz‑Musch is Professor of Marketing and Market Research and Program Director of the Master’s program in Business Development & Management. Alexander Tauchhammer, who previously built global digital marketing structures at Dr. Oetker, holds the endowed professorship for Digital Transformation Management. Bernhard Guetz is Professor of Digital Marketing & Sales and Program Director of the Bachelor’s program in Digital Marketing & Sales. Together, the authors combine academic expertise with extensive practical experience in international digital marketing and organizational transformation.
Beyond its relevance for practitioners, Quick Guide Digital Marketing Roadmap also strengthens FH Kärnten’s applied teaching mission. The structured roadmap and the comprehensive Dr.-Oetker case study translate directly into the classroom and support the development of strategic, analytical, and data‑driven competencies among bachelor’s and master’s students alike.
