602.423 (24S) SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (parallel)
Überblick
- Lehrende/r
- Tutor/in/Innen
- LV-Titel englisch SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (parallel)
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- LV-Modell Blended-Learning-Lehrveranstaltung
- Online-Anteil 30%
- Semesterstunde/n 0.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 34 (35 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- LV-Beginn 07.03.2024
- eLearning zum Moodle-Kurs
-
Anmerkungen
*** FYI: There is a parallel course too for of this course which covers exactly the same contents, but takes place on a different day of the week. It has the course code 602.417 ***
Zeit und Ort
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
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 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)
- 602.423 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (parallel) (0.0h VC / 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 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)
- 602.423 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (parallel) (0.0h VC / 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)