Modulbeschreibung

Digital marketing communication gained importance during the last couple of years and is key for successful business communication. This module provides background, context and understanding of key concepts of digital marketing communication. Students learn about the variety and opportunities of digital marketing communication tools and channels such as Email, Websites, SEO, Social Media Marketing and Content Marketing. In addition, the course discusses digital marketing communication strategy and planning as well as digital marketing communication management and its critical success factors. Numerous case studies and practical exercises increase engagement and application of theoretical concepts and ensure the transfer of the presented content and real-world-applications.

Basic knowledge of marketing and marketing communication

• Schriftliche Einzelarbeit
• Einzelreferat

Assessment: Case study (individual work incl. video presentation and slides) (counts 100% for the grade, please note: late submissions are not accepted and result in grade 1)

• Development of a digital marketing communication strategy for a self-selected case (e.g., former or current employer or a company of special interest) – hand in: video presentation and slides
• All details on the required content of the assessment case study can be found on Moodle in the “Requirements and Assessment” section in the document “Evaluation Form of the Assessment Case Study”
• For presentation details please check the “Requirements and Assessment” section on Moodle as well as the “Introduction assessment case study” slides of semester week 1 (slides available on Moodle) and the Evaluation Form of the Assessment Case Study (on Moodle)
• Late submissions of both the video and slides will not be excepted and will result in grade 1

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 the plan.
• Learn practical skills of digital marketing communication.
• Transfer the theory to current or future business practice

Methodological competences:

Participants can:

• Identify opportunities for digital marketing communication for their own business practice.
• Develop a strategic digital marketing communication plan.
• 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: Essentials of digital marketing communication

• 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

• Semester week 3:
  
  • Email, Websites, SEO, paid search
  • Content Marketing
• Semester week 4:
  
  • Social media marketing (introduction & key concepts)
  • Social media platforms
  • Social media implementation
• Semester week 5: Introduction of essential tools
  
  • Meta business suite
  • TikTok for business
  • Sistrix (SEO)
  • Goolge ads (SEA)
• Semester week 6 & 7:
  
  • Online communities
  • Mobile marketing
  • Augmented reality
  • Virtual reality
  • Mixed reality
  • Application of different realities for marketing communication

Topic area III: Digital marketing communication strategy and planning

• Semester week 7:
  
  • Digital marketing communication audit
• Semester week 8:
  
  • Digital marketing communication strategy
  • Digital marketing communication objectives
• Semester week 9:
  
  • Stakeholder mapping
  • Digital marketing communication plan

Topic area IV: Digital marketing communication management

• Semester week 10:
  
  • Marketing communication resources
  • Marketing communication management
  • Roles and responsibilities
  • Governance in digital marketing communication
• Semester week 11:
  
  • Metrics
  • Analytics
  • Plan-Do-Check-Act
• Semester week 12:
  
  • Integration
  • Transformation
  • Content creation (application)

Topic area V: Executive presentation and conclusion

• Semester week 13:
  
  • Preparation of the executive presentation
• Semester week 14:
  
  • Conclusion
  • Reflection

• Lectures
• Work in groups and individual work
• Self-study work

Mandatory:

• Hanlon, A. (2022). Digital Marketing (2nd Edition). Sage Publications Ltd.
• Hanlon, A. (2022). The Digital Marketing Planner. Sage Publications Ltd.