Intendierte Lernergebnisse
Upon successful completion of the course, students are able to: describe the concept of the customer journey and illustrate its importance for effective marketing.analyse an organisation’s micro- and macro-environment.identify internal and external topics and market trends.use segmentation, targeting, and positioning (STP) principles to develop marketing strategies.evaluate existing websites with respect to the creation of value, user experience (UX) design principles, and content effectiveness.create a website using a website design tool.discuss key aspects of search engine optimization (SEO) and search engine marketing (SEM) and name examples of SEO and SEM in action.explain the key factors in content marketing and create targeted content for different online channels using different content formats.name key social media and community marketing considerations, strategies and tactics.describe key factors of campaign planning for digital media.
Lehrmethodik inkl. Einsatz von eLearning-Tools
! Blended Learning: This lecture-course includes live classes on campus and remote online learning via Moodle.On Campus – Impulse talks, group work, live voting, student presentations. Off Campus – In good time before and after the live sessions, course materials will be released in the Moodle course, with online interaction and learning activities (eg: videos, H5P).! This is a lecture-course (VC) so attendance in class is required (different to a lecture, VO).
Inhalt/e
Digital Marketing in 4 StepsThink, Create, Engage, OptimiseSituation Analysis Micro-analysis, Macro-analysis, Customer analysis, Competitor analysisStrategy Digital Segmentation, Targeting, Positioning (STP)Website Creation and Design Search Engine Optimization (SEO)On-site SEO, Off-site SEO, Technical SEOStrategic Content MarketingSearch Engine Marketing (SEM)Paid searchSocial Media & Community MarketingCampaign Planning
Erwartete Vorkenntnisse
It is recommended that students have completed an introductory Marketing course (eg: Principles of Marketing, Marketing, Marketing Grundlagen) before undertaking this unit.
Literatur
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. https://permalink.obvsg.at/UKL/AC16439880Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2019). Digital Business and E-Commerce Management. https://permalink.obvsg.at/UKL/AC15408403Hall, S. (2022). Innovative B2B Marketing: New Models, Processes and Theory. Kogan Page. https://permalink.obvsg.at/UKL/AC16581873Hanlon, A. (2022). Digital Marketing: Strategic Planning and Integration. Sage Publications. https://permalink.obvsg.at/UKL/AC16428673Jacobsen, J., & Meyer, L. (2018). Praxisbuch Usability und UX. Rheinwerk Computing. https://permalink.obvsg.at/UKL/AC15201756Sachdev, R. (2024). Digital Marketing (International student edition). McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16840639Smith, & Williams, T. (2022). Brand Fusion: Purpose-driven brand strategy. De Gruyter. https://doi.org/10.1515/9783110718638 Stokes, R. (2018). eMarketing: The essential guide to marketing in a digital world. Quirk Education Pty (Ltd). https://biz.libretexts.org/Bookshelves/Marketing/Book:_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)