602.417 (24S) SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing

Sommersemester 2024

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Erster Termin der LV
04.03.2024 16:00 - 18:30 HS 9 On Campus
Nächster Termin:
29.04.2024 16:00 - 18:30 HS 9 On Campus
... keine weiteren Termine bekannt

Überblick

Lehrende/r
Tutor/in/Innen
LV-Titel englisch SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing
LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
LV-Modell Blended-Learning-Lehrveranstaltung
Online-Anteil 30%
Semesterstunde/n 2.0
ECTS-Anrechnungspunkte 4.0
Anmeldungen 42 (25 max.)
Organisationseinheit
Unterrichtssprache Englisch
LV-Beginn 04.03.2024
eLearning zum Moodle-Kurs
Anmerkungen

*** FYI: There is a parallel course too for this course which covers exactly the same contents, but takes place on a different day of the week. It has the course code 602.423 ***

Zeit und Ort

Liste der Termine wird geladen...

LV-Beschreibung

Intendierte Lernergebnisse

Upon successful completion of the course, students are able to: 

  • describe the concept of the customer journey and illustrate its importance for effective marketing.
  • analyse an organisation’s micro- and macro-environment.
  • identify internal and external topics and market trends.
  • use segmentation, targeting, and positioning (STP) principles to develop marketing strategies.
  • evaluate existing websites with respect to the creation of value, user experience (UX) design principles, and content effectiveness.
  • create a website using a website design tool.
  • discuss key aspects of search engine optimization (SEO) and search engine marketing (SEM) and name examples of SEO and SEM in action.

  • explain the key factors in content marketing and create targeted content for different online channels using different content formats.

  • name key social media and community marketing considerations, strategies and tactics.

  • describe key factors of campaign planning for digital media.

Lehrmethodik inkl. Einsatz von eLearning-Tools

! Blended Learning: This lecture-course includes live classes on campus and remote online learning via Moodle.


  • On Campus –  Impulse talks, group work, live voting, student presentations. 
  • Off Campus – In good time before and after the live sessions, course materials will be released in the Moodle course, with online interaction and learning activities (eg: videos, H5P).

! This is a lecture-course (VC) so attendance in class is required (different to a lecture, VO).  

Inhalt/e

  • Digital Marketing in 4 Steps
    • Think, Create, Engage, Optimise
  • Situation Analysis 
    • Micro-analysis, Macro-analysis, Customer analysis, Competitor analysis
  • Strategy 
    • Digital Segmentation, Targeting, Positioning (STP)
  • Website Creation and Design 
  • Search Engine Optimization (SEO)
    • On-site SEO, Off-site SEO, Technical SEO
  • Strategic Content Marketing
  • Search Engine Marketing (SEM)
    • Paid search
  • Social Media & Community Marketing
  • Campaign Planning

Erwartete Vorkenntnisse

It is recommended that students have completed an introductory Marketing course (eg: Principles of Marketing, Marketing, Marketing Grundlagen) before undertaking this unit.

Literatur

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. https://permalink.obvsg.at/UKL/AC16439880

Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2019). Digital Business and E-Commerce Management. https://permalink.obvsg.at/UKL/AC15408403

Hall, S. (2022). Innovative B2B Marketing: New Models, Processes and Theory. Kogan Page. https://permalink.obvsg.at/UKL/AC16581873

Hanlon, A. (2022). Digital Marketing: Strategic Planning and Integration. Sage Publications. https://permalink.obvsg.at/UKL/AC16428673

Jacobsen, J., & Meyer, L. (2018). Praxisbuch Usability und UX. Rheinwerk Computing. https://permalink.obvsg.at/UKL/AC15201756

Sachdev, R. (2024). Digital Marketing (International student edition). McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16840639

Smith, & Williams, T. (2022). Brand Fusion: Purpose-driven brand strategy. De Gruyter. https://doi.org/10.1515/9783110718638

Stokes, R. (2018). eMarketing: The essential guide to marketing in a digital world. Quirk Education Pty (Ltd). https://biz.libretexts.org/Bookshelves/Marketing/Book:_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)

Prüfungsinformationen

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Prüfungsmethode/n

  • Presentation (Journal Club)
  • Website Project
  • Website Report

Prüfungsinhalt/e

Course contents

Beurteilungskriterien/-maßstäbe

Presentation (Journal Club) (25%)

Website (50%)

Website Report (25%)

Beurteilungsschema

Note Benotungsschema

Position 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 VC / 4.0 ECTS)
          Absolvierung im 3., 4., 5., 6. Semester empfohlen
  • 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 VC / 4.0 ECTS)
  • 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 VC / 4.0 ECTS)
          Absolvierung im 3., 4., 5., 6. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Sommersemester 2023
  • 602.417 VI 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)