Digital Marketing

Department

Bachelor's program Management, Communication & IT

Course unit code

MCI-B-5-DMR-DMR-ILV

Number of ECTS credits allocated

5.0

Name of lecturer(s)

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

- Kilian, D., Mirski, P., & Lorenz, B. (2022). Quick Guide Sales Enablement: Wie Sie Durch Die Integration Aller Kundenbezogenen Aktivitäten Die Beste Sales Performance Erzielen. Quick Guide Ser. Wiesbaden: Springer Fachmedien Wiesbaden GmbH.
- Schwarz-Musch, A., Tauchhammer, A., & Guetz, B. (2022). Quick Guide Digital Marketing Roadmap: Analyse, Konzeptentwicklung und Erfolgsmessung Ihres Digitalen Marketings. Quick Guide Ser. Wiesbaden: Springer Fachmedien Wiesbaden GmbH.
- Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing (8., aktualisierte Auflage). wi wirtschaft: Vol. 4355. München: Pearson.
- Esch, F.-R. (2013). Marketing. Eine managementorientierte Einführung (4. Aufl.). s.l.: Vahlen.
- Homburg, C. (2015). Marketingmanagement. Strategie - Instrumente - Umsetzung - Unternehmensführung (Lehrbuch, 5., überarb. und erw. Aufl). Wiesbaden: Springer Gabler.
- Kotler, P., Keller, K. L., & Opresnik, M. O. (2017). Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien (15., aktualisierte Auflage). Hallbergmoos: Pearson.
- Meffert, H., Burmann, C. & Kirchgeorg, M. (2015). Marketing. Grundlagen marktorientierter Unternehmensführung Konzepte - Instrumente - Praxisbeispiele (12., überarb. u. aktual. Aufl). Wiesbaden: Springer Gabler.

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

5

Language of instruction

English

Learning outcomes of the course unit

Students understand the emergence and essence of marketing in a digital society (philosophy, basic attitude, integration of digitalization). The module provides students with the professional field-related competencies of digital marketing. They understand the entrepreneurial requirements and demands of the target groups and are able to effectively and efficiently use and review basic conceptual tools of digital marketing, taking into account the overall marketing strategy. They are able to actively contribute to the conceptualization, planning, implementation and control of all marketing tasks using digital technologies at the interface between marketing and IT.

Course contents

• Sales organization
• Relationship management, key account management, CRM
• Design of different sales models for digital products or services
• Marketing strategies: Targeting system, market segmentation, market cultivation strategies, positioning, market field strategies, competitive strategies
• Basics of market and marketing research: subject/tasks, methods of information acquisition and information evaluation
• Marketing mix: product policy, price policy, distribution policy, communication policy
• Basics of consumer behavior (S-O-R paradigm, activity theoretical basics/involvement, psychological and sociological basics)
• Basics of strategic marketing

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none