- Digital Marketing I in winter semester 2022/23
Digitalization is rapidly changing our lives, including all types of business relationships. Therefore, new opportunities and approaches have emerged in all areas of the marketing mix: Managers can choose from a wide variety of new communication channels, such as social media networks, blogs, or messengers, and can engage in influencer marketing and search engine optimization. They increasingly rely on online customer co-creation or crowdsourcing and create a wide variety of new digital products and services, often related to completely new business models. Through price crawlers and price setting tools customers‘ price search behaviors have significantly changed, requiring new price setting techniques. Artificial intelligence enables managers to automize and optimize many of these marketing processes, thus offering new opportunities and challenges for companies. Overall, digital marketing offers a tremendous variety of concepts and approaches to seize respective opportunities and deal with related challenges, which will be largely highlighted and discussed in this course.
This course provides a broad overview about these new approaches of digital marketing. It explains the underlying concepts of digital marketing and illustrates these approaches and concepts along numerous case studies. After attending this course, students should have a broad and in-depth understanding of digital marketing and its tools and of how to implement them successfully in business practice.
Tentative course structure:
- Introduction to Digital Marketing (incl. trends and major players)
- Digital Product Management (incl. management of digital and digitalized products, innovations, and brands)
- Digital Price Management (incl. digitalized and innovative pricing models and tools, such as crawlers, pay-per-use pricing, etc.)
- Digital Communication Management (incl. social media marketing, influencer marketing, search engine marketing, mobile marketing, content marketing, viral marketing, augmented and virtual reality marketing, etc.)
- Responsibilities resulting from Digital Marketing (incl. customer privacy, ethical challenges, organizational aspects)
- Current Trends & Future Outlook (incl. virtual and augmented reality, artificial intelligence, etc.)
Prerequisites / Target group: The course is targeted to students in the Master program with basic knowledge in marketing.
Lecture: Tuesdays, 08:30-10:00 (starting at 25.10.22; live in the Brose Hörsaal (HS 166) and streamed via Zoom)
Tutorials: Wednesdays, 12:15-13:45 or 14:15-15:45 (starting at 30.11.22, Room 124, Sanderring 2)
Credits: 5 ECTS
Course Language: English
Registration: Self-enrolment via WueCampus (WS22: Digital Marketing I) and WueStudy (Digital Marketing I; 10515100).
Please note: Self-enrolment via WueCampus will be closed by 20.11.22
- Written exam (60 Minutes; students can answer exam questions in English or German)
- Optional bonus: Business simulation game, group project or training exercises (in case of successful participation: improvement of the exam grade by one grading level)
- Chaffey, D., Ellis-Chadwick, F. (2019), Digital Marketing, 7th ed., Pearson.
Course instructor: Prof. Dr. Jana-Kristin Prigge
Course advisor: Simon Mütze, M.Sc. (firstname.lastname@example.org)
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