Students can explain the measures to define a digital marketing strategy. They can list the challenges that come with integrating the marketing strategy into strategic corporate planning.

None

Digitalization is changing the ways in which marketing functions, and thus also the creation and implementation of marketing strategies. Customers and their needs take center stage. This has to be taken into consideration in terms of the marketing strategy, as do the changing technological possibilities.

• digital marketing strategies
• marketing goals
• integration into strategic corporate planning
• digital sales

• Chaffey D./ Smith P. R. (2017): Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th, rev. ed. Taylor & Francis Ltd.
  
• Homburg C. (2017): Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung. 6th ed. Springer Gabler.
  
• Kingsnorth S. (2016): Digital Marketing Strategy: An integrated approach to online marketing. Kogan Page Limited.
  
• Meffert H./ Burmann C./ Kirchgeorg M. (2014): Marketing: Grundlagen marktorientierter Unternehmensführung: Konzepte - Instrumente - Praxisbeispiele. 12th ed. Springer Gabler.

Lecture, group work on case study

Module exam - see module description for details