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 digital marketing strategies for different target segments

Blocked in-class sessions On Campus with:Lecture parts with interactive activitiesIndividual/team work

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.

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. 

Case Study Analyses

See course contents

Presence, preparation and participation   Grades for the case study analysesThe following rules apply to the use of AI-based applications in the course and for the above-mentioned assessments: The use of artificial intelligence tools is not only permitted in the entire work and writing process, their use is even expressly desired for teaching and learning didactic reasons. Students are required to disclose the use of AI tools in the text products and to label AI-generated passages accordingly. Students assume sole responsibility for their submitted assessments and texts.