After completing the course, Students:

• are aware of the importance of digital marketing in the marketing environment
• understand and comprehend digital marketing organisations
• know the elements to develop a digital marketing strategy (multi-channel) and can name the steps to develop a strategy

none

The following topics/contents will be covered in the course:

• Introduction to digital marketing; differences to classical marketing
• SMM (Social Media Marketing), Email Marketing
• Digital marketing strategy: basics, steps for strategy development, elements of the strategy, use of the template
• Development of a digital marketing strategy (group work)
• Presentation of the digital marketing strategy (selected groups); feedback by teacher

Strategic Marketing
Chaffey D./ Smith P. R. (2017): Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th, revised edition. London:Taylor & Francis Ltd.
Homburg C. (2017): Marketing Management: Strategy - Instruments - Implementation - Corporate Governance. 6th ed. Wiesbaden: Springer Gabler.
Kingsnorth S. (2016): Digital Marketing Strategy: An integrated approach to online marketing. London: Kogan Page Limited.
Meffert H./ Burmann C./ Kirchgeorg M./ Eisenbeiß M. (2019): Marketing: Fundamentals of market-oriented management: concepts - instruments - practical examples. 13th ed. Wiesbaden: Springer Gabler.
Digital Marketing Roadmap
Deekeling E./ Barghop D. (Editors) (2017): Communication in the digital transformation. Wiesbaden: Springer Gabler.
Homburg C. (2017): Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung. 6th, revised and expanded edition. Wiesbaden: Springer Gabler.
Kirf B./ Eicke K. N./ Schömburg S. (2018): Corporate communication in the age of digital transformation: how companies reach internal and external stakeholders today and in the future. Wiesbaden: Springer Gabler.
Kotler P./ Kartajaya H./ Setiawan I. (2017): Marketing 4.0: Moving from Traditional to Digital. Hoboken, New Jersey: Wiley.
Customer Journey
Böckenholt I./ Mehn A./ Westermann A. (editors) (2018): Concepts and strategies for omnichannel excellence: innovative retail marketing with multidimensional sales and communication channels. Wiesbaden: Springer Gabler.
Kruse Brandão T./ Wolfram G. (2018): Digital Connection: The better customer journey with smart technologies - strategy and practical examples. Wiesbaden: Springer Gabler.
van de Sand F. (2017): User experience identity: using neuropsychology to turn digital products into brand ambassadors. Wiesbaden: Springer Gabler.
Content Marketing
Hilker C. (2017): Content Marketing in Practice: A Guide - Strategy, Concepts and Practical Examples for B2B and B2C Companies. Wiesbaden: Springer Gabler.
Löffler M. (2014): Think Content!: Content-Strategie, Content-Marketing, Texten fürs Web. Bonn: Rheinwerk Computing.
Social Media Marketing
Beilharz F. (2014): Social Media Marketing im B2B: Besonderheiten, Strategien, Tipps. Sebastopol, California: O'Reilly.
Ceyp M./ Scupin J. P. (2013): Successful social media marketing: concepts, measures and practical examples. Wiesbaden: Springer Gabler.
Gabriel R./ Röhrs H. P. (2017): Social media: potentials, trends, opportunities and risks. Wiesbaden: Springer Gabler.
Pein V. (2018): Der Social Media Manager: Handbuch für Ausbildung und Beruf. 3rd, updated and revised edition. Bonn: Rheinwerk Computing.
Schach A./ Lommatzsch T. (editors) (2018): Influencer Relations: marketing and PR with digital opinion leaders. Wiesbaden: Springer Gabler.

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 "Strategy & Digital Marketing" - 2 ECTS
Assessment type: Continuous assessment
Assessment method/s: Participation in class, final written examination