Marketing & Communication Management FT
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Online Marketing(E)

level of course unit

Consolidation

Learning outcomes of course unit

The students can estimate chances and risks of marketing measures on the internet. They know possible channels and game forms, such as search engine marketing (SEM) and social media marketing.

prerequisites and co-requisites

Modul MGL

course contents

Online marketing measures are presented. From search engine marketing and e-mail marketing to marketing on one’s own and other websites. Special features of these forms of marketing are addressed as well as target group approach, costs and impact measurement.

recommended or required reading

• Lammenett E. (2019). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Wiesbaden: Springer Gabler.
• Kreutzer, R. (2018). Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, Wiesbaden: Springer Gabler.

assessment methods and criteria

written exam

language of instruction

English

number of ECTS credits allocated

4

eLearning quota in percent

15

course-hours-per-week (chw)

3

planned learning activities and teaching methods

Seminar, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered

4

name of lecturer(s)

will be available soon

year of study

2

recommended optional program components

none

course unit code

ANM3

type of course unit

seminar-degree

work placement(s)

none