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.
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
Lecture 2 SWS, Exercises 2 SWS
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)
- 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