Module Description

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: 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

       

Vorlesung mit 4 Lektionen pro Woche
Disclaimer

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