Upon successful completion of the course, students describe
• the importance of strategy in digital marketing.
• the fundamentals of website design.
• the fundamentals of search engine optimization.
• the fundamentals of search engine advertising.
• different types of digital advertising.
• the importance of social media in corporate communications.
Upon successful completion of the course, students are able to
• develop digital marketing strategies.
• create websites optimized for search engines.
• promote physical and digital products and services in the digital environment.
• use social media and email marketing efficiently for corporate communications.

none

• Strategic Digital Marketing
• User experience
• Content management
• Search engine optimization
• Content Marketing
• Search engine advertising
• Social Media
• Email marketing
• Key Performance Indicators

Brunson, R. (2020): Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers. Carlsbad: Hay House, Inc.
Chaffey, D./Ellis-Chadwick, F. (2019): Digital marketing. London: Pearson.
Kingsnorth, S. (2022): Digital marketing strategy: an integrated approach to online marketing. London: Kogan Page Publishers.
Kotler, P./Kartajaya, H./Setiawan, I. (2021): Marketing 5.0: Technology for humanity. Hoboken: John Wiley & Sons.
Smith, P. R./Zook, Z. (2019): Marketing communications: Integrating online and offline, customer engagement and digital technologies. London: Kogan Page Publishers.

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

Integrated module examination
Final assessment type: final examination, group presentation and handout, individual performance, participation in the lecture