After completing the course, Students:

• can explain the basic principles by which search engines work
• know the basic elements of SEO & SEA
• are able to define and implement campaigns in search engines

none

• Introduction Campaign management, specific information on how to implement campaigns in digital media
• Definition of a campaign (group work); input, feedback, assistance by teacher
• Implementation of the campaign in digital media (group work); input, feedback, assistance by teacher

SEO ("Search Engine Optimisation)"/SEA ("Search Engine Advertising")
Beilharz F.et alii (2020): Der Online-Marketing-Manager: Handbuch für die Praxis. 2nd ed. Sebastopol, California: O'Reilly.
Erlhofer S. (2020): Suchmaschinen-Optimierung: Das umfassende Handbuch. 10th, updated and expanded edition. Bonn: Rheinwerk Computing.
Kreutzer R. T. (2018): Praxisorientiertes Online-Marketing: Konzepte - Instrumente - Checklisten. 3rd, fully revised and expanded edition. Wiesbaden: Springer Gabler.
Lammenett E. (2021): Praxiswissen Online-Marketing: Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 8th ed. Wiesbaden: Springer Gabler.
Rabsch S./Mandic M./Keßler E. (2018): Erfolgreiche Web-ites - SEO, SEM, Online-Marketing, Usability. 4th, updated and expanded edition. Bonn: Rheinwerk Computing.

Moderated group work, lecture, discussion

Cumulative module examination
The module grade is calculated weighted by the ECTS credits of the individual courses (ILV - integrated lecture) of the module and results as follows:
ILV "Campaign Management / SEO & SEA" - 2 ECTS
Assessment type: Continuous assessment
Assessment method/s: Participation in class (20 %), development of a campaign in the form of a written group work (80 %)