Digital Marketing Seminar

Module Code
2104
Module Coordinators
Prof. Dr. Jan Freidank
Teachers
Prof. Dr. Jan Freidank
Learning Objectives

The participants will learn how to assess the use of various digital marketing tools in an international and intercultural environment, and in specific markets. Furthermore, they can deepen their knowledge in the field of digital and online marketing and its relevance for corporate activities. Current topics of digital and online marketing will be addressed.

Contents

Topics may include:

  • relevance and role of digital and online marketing
  • planning, directing and controlling digital and online marketing activities
  • use of digital marketing tools
  • finding an optimal marketing mix
Expertise
COM_THM_ORGANIZER_TWO_STARS
Method Competence
COM_THM_ORGANIZER_THREE_STARS
Social Competence
COM_THM_ORGANIZER_TWO_STARS
Self Competence
COM_THM_ORGANIZER_TWO_STARS
Duration in Semester
1
Instruction Language
English
Total Effort
6 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
4
Method of Instruction

seminars, lectures

Requirements for the awarding of Credit Points
  • TL1 end-of-term test (60 min) (25%)
  • TL 2 presentation (75%)
Availability
Yearly
References
  • Eagle, L. et al. Marketing Communciations
  • Solomon, M., Tuten,T., Social Media Marketing
Study Aids

lecture scripts, exercises, and case studies