Modulbeschreibung

Professional competences:

Participants can:

• Understand key issues in the digital environment.
• Analyze the digital consumer.
• Create digital persona.
• Understand the concept of digital marketing communication.
• Evaluate the potential of different digital marketing communication tools and channels.
• Recommend relevant digital communication tools for organizations.
• Understand, analyze, and apply the key factors of content marketing.
• Discuss critical success factors of digital marketing communication management.
• Develop a digital marketing communication strategy.
• Construct objectives.
• Justify resources.
• Create a digital marketing communication plan.
• Evaluate a digital marketing communication plan.
• Learn practical skills of digital marketing communication.
• Apply methods and tools of digital marketing communication in practice.

Self-competences:

Participants can:

• Draw important knowledge from a variety of information materials.
• Recognize individual (knowledge) deficits and address them in a targeted manner.
• Critically question their own positions regarding digital communication strategies.

Social competences:
Participants can:

• Evaluate different situations in teams and reach a uniform assessment.
• Express their assessment and opinion objectively without having to insist on their own point of view.
• Recognize the value of teamwork in developing strategies and concepts.
• Develop concepts in teams and represent joint decisions to third parties.
• Evaluate and develop concepts and strategies individually and present them in a professional manner.

Topic area I: Introduction and digital marketing communication essentials

• Semester week 1:
  • Introduction to digital marketing communication
  • The digital marketing environment (digital people, products, payments, processes, privacy)
• Semester week 2:
  
  • Digital consumer & digital consumer behavior
  • Customer experience and customer journey
  • Digital personas

Topic area II: Tools and channels of digital marketing communication & practical application with a simulation

• Semester week 3:
  
  • Email, Websites, SEO, digital advertising
  • Content Marketing
• Semester week 4:
  
  • Social media marketing (introduction & key concepts)
  • Social media platforms
  • Social media implementation
• Semester week 5: 
  
  • Online communities
  • Mobile marketing
  • Augmented, virtual and mixed realities
• Semester weeks 6 - 8: 
  
  • Practical application:
    Digital marketing simulation game — an all-in-one simulation where students will learn by doing. From SEO and social media to email marketing, students will apply real-world strategies in a risk-free, engaging environment that brings digital marketing to life through experiential learning. 

Topic area III: Digital marketing communication strategy and planning

• Semester week 9:
  
  • Digital marketing communication audit
• Semester week 10:
  
  • Digital marketing communication strategy
  • Digital marketing communication objectives
• Semester week 11:
  
  • Building the digital marketing communication plan

Topic area IV: Digital marketing communication management

• Semester week 12:
  
  • Managing resources
  • Reporting 
• Semester week 13:
  

  • Metrics, Analytics & Insights

  • Integration and Transformation

  • Preparation of the executive presentation

     

• Lectures
• Work in groups and individual work
• Self-study work
• Digital marketing simulation game

Mandatory:

• Hanlon, A. (2025). Digital Marketing (3rd Edition). Sage Publications Ltd. (ISBN: 9781529680447)
• Hanlon, A. (2022). The Digital Marketing Planner. Sage Publications Ltd. (ISBN: 9781529742787) 

Please be aware that some lectures will be online only & that the times for these lectures might differ from the regular in-class lectures in Rapperswil-Jona. So please check and note the schedule for all lectures of the semster!

Full attendance during all simulation sessions (SW 6-8) is required!