Upon successful completion of the course, students are able to: explain the process of analysing an organisation’s micro- and macro-environment as part of a digital marketing audit.select an effective strategy process model for crafting a digital marketing strategy.discuss and compare the 8 types of digital marketing and its considerations, strategies and tactics, and recommend and defend suitable choices for different scenarios. explore AI for digital marketing and outline the application areas of AI in digital marketing and examine strengths and weaknesses.

Live classes:3 online days3 on-campus days + Moodle learning activities

Digital Marketing in 4 StepsThink, Create, Engage, OptimiseSituation Analysis Micro-analysis, Macro-analysis, Customer analysis, Competitor analysisStrategy Digital Segmentation, Targeting, Positioning (STP)8 Types of Digital MarketingSocial Media MarketingContent MarketingInfluencer/Affiliate MarketingEmail MarketingMobile MarketingWebsite & Search Engine Optimization (SEO)Paid AdvertisingMarketing/Data AnalyticsAI in Digital Marketing 

It is recommended that students have completed an introductory Marketing course (eg: Principles of Marketing, Marketing, Marketing Grundlagen) before undertaking this unit.

Carrasco Gubernatis, D. A. (2024). The Digital Marketer’s Playbook: How to Effectively Collaborate with Agencies, Freelancers, and Digital Marketing Experts. Apress. https://permalink.obvsg.at/UKL/AC17400242Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson. https://permalink.obvsg.at/UKL/AC16439880Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2019). Digital Business and E-Commerce Management. Pearson. https://permalink.obvsg.at/UKL/AC15408403Hanlon, A. (2022). Digital Marketing: Strategic Planning and Integration. Sage Publications. https://permalink.obvsg.at/UKL/AC16428673Hanlon, A. (2022). The Digital Marketing Planner: Your step-by-step guide. Sage Publications. https://permalink.obvsg.at/UKL/AC16782532Lammenett, E. (2024). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content-, Social-Media-, Amazon-, Voice-, B2B-, Sprachassistenten- und E-Mail-Marketing, Google Ads, SEO, künstliche Intelligenz. Springer Gabler. https://permalink.obvsg.at/UKL/AC17191351Najafov, E. (2024).  ChatGPT for Marketing: Learn Practical Applications of ChatGPT for Marketing. Apress. https://permalink.obvsg.at/UKL/AC17347694Sachdev, R. (2024). Digital Marketing (International student edition). McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16840639

The final grade comprises two components:Learning journal (40%)Written exam (case study analysis / open questions) (60%)

Course contents

Learning journal (40%)Written exam (60%)Attendance regulation in the online and on-campus classes: Strongly recommended, but not mandatory.        The grading for this course is based on a point system:Grade pointsGrade>87,5 bis 100 points1>72,5 bis 87,5 points2>57,5 bis 72,5 points3>50 bis 57,5 points40 bis 50 points5To be eligible to pass this course, you will need to attain at least 50% in each of the assessment items (learning journal and exam).