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.discuss key aspects of the 8 types of digital marketing and its considerations, strategies and tactics.explore AI for digital marketing and outline the application areas of AI in digital marketing and examine strengths and weaknesses.
Lehrmethodik inkl. Einsatz von eLearning-Tools
Live classes:3 online days3 on-campus days + Moodle learning activities
Inhalt/e
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 MarketingSearch Engine Optimization (SEO)Paid AdvertisingMarketing/Data AnalyticsAI in Digital Marketing
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/10.1515/9783110718638Stokes, 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)