Digital Marketing (MBA2020)

The module part “Digital Marketing” provides insights into how digital has revolutionized the interactions between firms and customers and how digital offers powerful instruments along the customer journey. We will focus on the concepts, tools, and current trends of digital marketing that every marketer needs to be aware of and know how to apply to their business.

What are the main and most important content-related issues?
Customer Journey, Customer Experience, Online Display Advertising, Search Engine Marketing, Social Media, Content Marketing, Viral Marketing, E-Commerce, Platforms, Privacy, Performance Measurement, Artificial Intelligence, Smart Objects

By attending the course, participants understand essential principles, concepts, and tools of digital marketing. In particular, they learn how digital differs from traditional marketing; which digital communication formats exist; how e-commerce works in an omnichannel environment; how to measure the effectiveness of digital marketing; and how recent trends such as artificial intelligence and smart objects may transform digital marketing. Students reflect and discuss the concepts and tools in case study analyses, use them to generate ideas for use cases, and apply them to their own company. Overall, students are able to critically analyze and evaluate phenomena related to digital marketing and to create solutions for business problems in a largely autonomous way. They are able to exchange their ideas with experts and others on an academic level.