level of course unit
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
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
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Seminar, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
will be available soon
year of study
recommended optional program components
course unit code
type of course unit