Internet marketing

Module Code
CS2321
Module Coordinators
Achim Kaufmann
Teachers
Birger Schnepp
Short Description
Near practise the subject internet-marketing is given, the working processes and tools in the internet-marketing (e.g., Google, SEO, SEM, WebControlling) are introduced.
Learning Objectives

The bases of the Internet marketing as well as his advancement get to know the student. By the lecture can apply the studying Internet-marketing knowledge in view to a strategical planning (marketing plan or media schedule) and his surgical management and move.

Contents

The lecture exists of the following main focuses and is complemented with practise examples (Marketingworkshop).Bases and concepts to the Internet marketing: Market - society - customer behaviour - market research The strategical Internet marketing: Basic model - Internet-marketing strategies and -disciplines, complements with the planning of the same, with the main focuses marketing-activities, marketing-mix, product politics, branding, service, policy on prices, communication politics.The new possibilities of the Internet marketingOnline-media-marketing, CRM-marketing, affiliate-marketing, newsletter-marketing, web 2.0-marketing, social media, webblog-marketing, ... The future of the marketing / internet-marketing: Profiling and geo-targeting, personalised-marketing, integrated-communication, 360

Duration in Semester
1
Instruction Language
German
Total Effort
6 CrP; an estimated 180 hours, of which approximately 60 are spent in class.
Weekly School Hours
4
Method of Instruction

Lecture 2 SWS, Exercises 2 SWS

Requirements for the awarding of Credit Points

Examination prerequisite: Programming of a project / website in groups

Examination: Oral or written exam (The form of the examination will be announced to the students in a timely and appropriate manner)

Evaluation Standard
according to examination regulations (§ 9)
Availability
Yearly
References
  • Torsten Schwarz: Leitfaden Online-Marketing ISBN-10: 3000209042
  • Torsten Schwarz: Erfolgreiches Online-Marketing: Schritt für Schritt zum Ziel ISBN-10: 3448090719
  • Thomas Hörner: Marketing im Internet ISBN-10: 3423508957
Prerequisites
Basic knowledge of the internet