602.413 (24S) Advanced Marketing 2: Digital Marketing Strategy and Analytics

Sommersemester 2024

Ende der Anmeldefrist
30.04.2024 23:59

Erster Termin der LV
06.05.2024 16:00 - 20:00 Z.0.01 On Campus
Nächster Termin:
07.05.2024 16:45 - 20:15 S.2.05 On Campus

Überblick

Lehrende/r
Tutor/in/Innen
LV-Titel englisch Advanced Marketing 2: Digital Marketing Strategy and Analytics
LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
LV-Modell Präsenzlehrveranstaltung
Semesterstunde/n 0.0
ECTS-Anrechnungspunkte 4.0
Anmeldungen 39 (25 max.)
Organisationseinheit
Unterrichtssprache Englisch
LV-Beginn 06.05.2024
eLearning zum Moodle-Kurs

Zeit und Ort

Liste der Termine wird geladen...

LV-Beschreibung

Intendierte Lernergebnisse

  • Understanding digital marketing and marketing analytics
  • Deeper understanding of the key concepts and principles needed to strategically manage digital marketing based on analytic decision-making in a B2C and B2B marketing context
  • Ability to analyze data, digital media, and technologies to achieve marketing objectives
  • Ability to plan digital marketing strategies for different target segments

Lehrmethodik

Blocked in-class sessions On Campus with:

  • Lecture parts with interactive activities
  • Individual/team work

Inhalt/e

This course focuses on developing students’ knowledge of digital marketing and marketing analytics to support business and marketing strategies. The module will deepen students’ understanding of the key concepts and principles needed to strategically manage digital marketing based on analytic decision-making in a B2C and B2B marketing context. The course will enhance students’ knowledge and skills of data analysis techniques, digital media, and technology to achieve marketing objectives and reach consumers across the customer lifecycle. Students will learn how to plan and implement digital marketing strategies (e.g., social media marketing, geotargeting) for different target segments based on key analysis techniques and data sources.

Erwartete Vorkenntnisse

It is recommended that students have completed Marketing courses (e.g., Principles of Marketing, Marketing Research or Principles of Digital Marketing) before undertaking this course. 

Literatur

Hair  J. F.  Harrison  D. E.  & Ajjan  H. (2021). Essentials of marketing analytics. McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16774127

Hemann  C.  Burbary  K.  & Owyang  J. (2021). Digital marketing analytics making sense of consumer data in a digital world. Pearson Education. https://permalink.obvsg.at/UKL/AC15127085

Sachdev, Ray. (2023). Digital marketing (International student edition). McGraw Hill Education. https://permalink.obvsg.at/UKL/AC16840639

Additional readings may be announced before the start of the course.

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

  • Assessment Item 1: Presence, preparation and participation
  • Assessment Item 2: Case Study Analysis (Written assignment, group assessment)
  • Assessment Item 3: Case Study Analysis (Written assignment, group assessment)

Prüfungsinhalt/e

See course contents

Beurteilungskriterien/-maßstäbe

  • Presence, preparation and participation   
  • Grades for the written assignments      

Beurteilungsschema

Note Benotungsschema

Position im Curriculum

  • Masterstudium Management, Economics, and Data Science (SKZ: 946, Version: 23W.1)
    • Fach: Minitrack 3: Managerial Applications (Wahlfach)
      • 9.2 MA2: Applications II ( 0.0h KS, VC, VI / 4.0 ECTS)
        • 602.413 Advanced Marketing 2: Digital Marketing Strategy and Analytics (0.0h VC / 4.0 ECTS)
          Absolvierung im 2-4. Semester empfohlen
  • Masterstudium Betriebswirtschaft (SKZ: 918, Version: 22W.1)
    • Fach: Marketing und Internationales Management (Wahlfach)
      • 9.2 Advanced Marketing 2 ( 0.0h VC, VI, VO / 4.0 ECTS)
        • 602.413 Advanced Marketing 2: Digital Marketing Strategy and Analytics (0.0h VC / 4.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Masterstudium Media and Convergence Management (SKZ: 150, Version: 13W.2)
    • Fach: Innovation and Marketing (IAM) (Pflichtfach)
      • Consumer Behavior and Media (IAM) ( 2.0h VK / 4.0 ECTS)
        • 602.413 Advanced Marketing 2: Digital Marketing Strategy and Analytics (0.0h VC / 4.0 ECTS)
          Absolvierung im 2. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

Es liegt keine gleichwertige Lehrveranstaltung im Sinne der Prüfungsantrittszählung vor.