602.417 (23S) SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing
Überblick
- Lehrende/r
- Tutor/in/Innen
- LV-Titel englisch SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing
- LV-Art Vorlesung interaktiv (prüfungsimmanente LV )
- LV-Modell Blended-Learning-Lehrveranstaltung
- Online-Anteil 30%
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 76 (25 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- LV-Beginn 01.03.2023
- eLearning zum Moodle-Kurs
Zeit und Ort
LV-Beschreibung
Intendierte Lernergebnisse
Intended learning outcomes | Module-level learning objectives |
Learning Outcome 1 Explain the key concepts of digital marketing as applied to a B2C context. | Identify and explain the key concepts of digital marketing planning. |
Identify and explain the key concepts of content marketing. | |
Identify and explain the key concepts of web design, web content creation and SEO. | |
Identify and explain the key concepts of content creation for social media platforms. | |
Identify and explain the key concepts of mobile marketing. | |
Learning Outcome 2 Analyse and evaluate the different elements of a company’s current communications mix. | Analyse and evaluate a company’s current digital marketing strategy. |
Analyse and evaluate different elements of a company’s content marketing using digital marketing methods. | |
Analyse and evaluate a company’s web presence using digital marketing methods. | |
Analyse and evaluate a company’s content creation on social media using digital marketing methods. | |
Analyse and evaluate a company’s mobile marketing using digital marketing methods. | |
Learning Outcome 3 Design digital marketing strategies and methods. | Draw up an outline digital marketing plan. |
Design and create effective content using different formats. | |
Design creative content for a company’s social media platforms. | |
Conduct a social media audit for an existing company. |
Lehrmethodik inkl. Einsatz von eLearning-Tools
- Learning activities on Moodle
- Classes on campus
Inhalt/e
🟢 Fundamentals
To start off with, we will create a base and learn about the digital marketing fundamentals.
🟢 Digital Marketing Planning
In Module 1, we explore digital marketing planning. Digital marketing planning involves marketing planning within the context of the online business environment. You will learn how you can successfully create a digital marketing plan for a company.
🟢 Content Marketing
In Module 2, we look at content marketing. It is one of the key digital marketing activities to manage in all companies. Content is the glue that links digital media for content distribution with the digital platforms where it is consumed across the path-to-purchase. You will learn how to create effective content using different formats.
🟢 Web Design & SEO
In Module 3, we explore how we get users to a company website and how we keep them on the site. We learn about key techniques such as traffic building, search engine optimization (SEO), user-centered design, usability and accessibility design.
🟢 Social Media
In Module 4, we look at content marketing on social networks. Companies engage with their consumers through social media platforms and build active interactions. Therefore, good content marketing is crucial for attracting more customers to visit the page, follow the updates, and finally (repeat the) purchase. In this Module, we will learn how companies can determine appropriate marketing action in the social strategy and how companies can examine their social media activity in and around their brand and evaluate it for strategic insight.
🟢 Mobile Marketing
In Module 5, we learn about the key characteristics of mobile-friendly websites and mobile-friendly content. According to recent statistics, up to 70 percent of web traffic happens on a mobile device and many consumers use their mobile device to look for new brands and products. In this Module, we will dive into mobile marketing.
Erwartete Vorkenntnisse
It is strongly recommended that you have completed at least one course in Marketing before undertaking this unit.
Literatur
- see Moodle
Prüfungsinformationen
Prüfungsmethode/n
- See below.
Prüfungsinhalt/e
Assessment Items | Value/Weighting | Link to Learning Outcomes | |
Team Assignment 1 | 50 marks (50%) | 1, 2 & 3 | Team |
Individual Assignment 1 | 50 marks (50%) | 1, 2 & 3 | Individual |
+ Extra Credit (10 points): Your extra creditopportunity is individual presence & participation: If you actively participate in the in-person classes, contribute your ideas, thoughts and results, you will receive up to 10 points for your final grade.
Beurteilungskriterien/-maßstäbe
The grading for this course is based on a point system:
Grade points | Grade |
>90 bis 100 points | 1 |
>78 bis 90 points | 2 |
>65 bis 78 points | 3 |
>50 bis 65 points | 4 |
0 bis 50 points | 5 |
To be eligible to pass this course you will need to attain an overall mark of 50% (50 points) and achieve at least 50% in each of the Assessment Items (Team Assignment 1 and Individual Assignment 1).
Beurteilungsschema
Note BenotungsschemaPosition im Curriculum
- Bachelorstudium Betriebswirtschaft
(SKZ: 518, Version: 18W.1)
-
Fach: Marketing und Internationales Management
(Wahlfach)
-
15.3 SBWL Marketing III (
0.0h VO, VC, KS, VI / 4.0 ECTS)
- 602.417 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (2.0h VI / 4.0 ECTS) Absolvierung im 3., 4., 5., 6. Semester empfohlen
-
15.3 SBWL Marketing III (
0.0h VO, VC, KS, VI / 4.0 ECTS)
-
Fach: Marketing und Internationales Management
(Wahlfach)
- Bachelorstudium Angewandte Betriebswirtschaft
(SKZ: 518, Version: 14W.3)
-
Fach: Freie Wahlfächer
(Freifach)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
- 602.417 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (2.0h VI / 4.0 ECTS)
-
§11 Freie Wahlfächer (
0.0h XX / 10.0 ECTS)
-
Fach: Freie Wahlfächer
(Freifach)
- Bachelorstudium International Business and Economics
(SKZ: 516, Version: 19W.1)
-
Fach: Digital Business
(Wahlfach)
-
10.1 Digital Business 1 (
0.0h VO, VI, VC / 4.0 ECTS)
- 602.417 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (2.0h VI / 4.0 ECTS) Absolvierung im 3., 4., 5., 6. Semester empfohlen
-
10.1 Digital Business 1 (
0.0h VO, VI, VC / 4.0 ECTS)
-
Fach: Digital Business
(Wahlfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
Sommersemester 2024
- 602.417 VC SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2022
- 602.417 VI IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2021
- 602.417 VI IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2020
- 602.417 VI SBWL Marketing Vertiefung III: Digital Marketing/ IBEC: Digital Business I: Digital Marketing (2.0h / 4.0ECTS)