Students can name the various social media channels and can assign them to specific marketing goals. They can list the challenges of integrating channels and are able to define campaigns in both the B2C and B2B area. They can explain the mechanisms of influencer marketing.

None

Social media are central channels in marketing and work according to specific rules. The use of these channels presents a challenge to a company's marketing.

• social media channels
• channel integration
• campaigns for B2C and B2B
• influencer marketing
• social media marketing tools

• Beilharz F. (2014): Social Media Marketing im B2B: Besonderheiten, Strategien, Tipps. O'Reilly.
  
• Ceyp M./ Scupin J. P. (2013): Erfolgreiches Social Media Marketing: Konzepte, Maßnahmen und Praxisbeispiele. Springer Gabler.
  
• Gabriel R./ Röhrs H. P. (2017): Social Media: Potenziale, Trends, Chancen und Risiken. Springer Gabler.
  
• Pein V. (2018): Der Social Media Manager: Handbuch für Ausbildung und Beruf. 3rd, updated and rev. ed. Rheinwerk Computing.
  
• Schach A./ Lommatzsch T. (eds.) (2018): Influencer Relations: Marketing und PR mit digitalen Meinungsführern. Springer Gabler.

Lecture, group work on case study, use of social media marketing tools

Presentation (20%), participation social media marketing tools (10%), report on case study (70%)