Students can define the measures to transform a traditional marketing organization into a digitally-oriented marketing organization. They can name the relevant challenges and risks.

None

Due to digitalization, the organization of a company's marketing needs to be adjusted and transformed into a digitally-oriented organization. This primarily affects employees, processes, organizational structure, and organizational culture.

• transformation of organization and processes
• training and development of employees
• transformation of marketing controlling
• transformation of brand management and strategies

• Deekeling E./ Barghop D. (eds.) (2017): Kommunikation in der digitalen Transformation. Springer Gabler.
  
• Homburg C. (2017): Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung. 6th, rev. and ext. ed. Springer Gabler.
  
• Kirf B./ Eicke K. N./ Schömburg S. (2018): Unternehmenskommunikation im Zeitalter der digitalen Transformation: Wie Unternehmen interne und externe Stakeholder heute und in Zukunft erreichen. Springer Gabler.
  
• Kotler P./ Kartajaya H./ Setiawan I. (2017): Marketing 4.0: Moving from Traditional to Digital. Wiley.

Lecture, group work on case study

Module exam - see module description for details