Intendierte Lernergebnisse
Understanding digital marketing and marketing analyticsDeeper understanding of the key concepts and principles needed to strategically manage digital marketing based on analytic decision-making in a B2C and B2B marketing contextAbility to analyze data, digital media, and technologies to achieve marketing objectivesAbility to plan and implement digital marketing strategies for different target segments
Lehrmethodik
Blocked in-class sessions On Campus with:Lecture parts with interactive activitiesIndividual/team work
Inhalt/e
This course focuses on developing students’ knowledge of digital marketing and marketing analytics to support business and marketing strategies. The module will deepen students’ understanding of the key concepts and principles needed to strategically manage digital marketing based on analytic decision-making in a B2C and B2B marketing context. The course will enhance students’ knowledge and skills of data analysis techniques, digital media, and technology to achieve marketing objectives and reach consumers across the customer lifecycle. Students will learn how to plan and implement digital marketing strategies (e.g., social media marketing, geotargeting) for different target segments based on key analysis techniques and data sources.
Erwartete Vorkenntnisse
It is recommended that students have completed Marketing courses (e.g., Principles of Marketing, Marketing Research or Principles of Digital Marketing) before undertaking this course.
Literatur
Hair J. F. Harrison D. E. & Ajjan H. (2021). Essentials of marketing analytics. McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16774127Hemann C. Burbary K. & Owyang J. (2021). Digital marketing analytics making sense of consumer data in a digital world. Pearson Education. https://permalink.obvsg.at/UKL/AC15127085Additional readings will be announced before the start of the course.