Modulbeschreibung

Digital Marketing Communication

ECTS-Credits:
6
Lernziele:

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.

Kurse in diesem Modul

Digital Marketing Communication:

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
Vorlesung mit 4 Lektionen pro Woche
Disclaimer

Diese Beschreibung ist rechtlich nicht verbindlich! Weitere Informationen finden Sie in der detaillierten Modulbeschreibung.