602.417 (19S) SBWL Marketing Vertiefung 3 (4): Digital Marketing

Sommersemester 2019

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Erster Termin der LV
12.03.2019 14:00 - 17:00 , V.1.04
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LV-Titel englisch
SBWL Marketing Specialization 3 (4): Digital Marketing
Vorlesung interaktiv (prüfungsimmanente LV )
14 (25 max.)
Blended Learning
zum Moodle-Kurs


Intendierte Lernergebnisse

** All the pieces of course information below were updated on 10/02/2019 at 4pm (especially Prüfungsinformationen, Lehrmethoden: Lectures). If you have registered for the course at an earlier date, please double-check the information again. **

  1. Outline how the online micro- and macro-environment affect companies’ digital marketing activities.
  2. Examine the principles, benefits and barriers of integrated digital marketing planning in a B2C setting.
  3. Discuss the impact of digital media and technology on the marketing mix.
  4. Describe the requirements that contribute to an effective digital experience.
  5. Assess the relevance for using digital platforms for customer relationship management.
  6. Apply selected digital marketing concepts and methods in case studies, activities and exercises.
  7. Demonstrate the qualities of a reflective practitioner by documenting the development of your personal perspective and learning of digital marketing. 


This course is structured according to the new course type Vorlesung Interaktiv in order to enhance your learning experience. 

Online Activities 

Much of your learning activities will take place on Moodle. You can complete many of these online activities during a time that suits you each week.

The course consists of five online modules. The modules may consist of videos and video lectures, activities for you to complete, readings and self-assessment quizzes. Discussion forums may also be used from time to time to encourage you to share ideas with the other students.

The five learning modules appear in the Moodle course. You must complete the modules in the order shown. A schedule for the modules is provided.  


As many of your learning activities will take place on Moodle, the number of lectures is reduced by 1/3. This results in 5 lectures for this course (the first five dates given in the schedule above, 12.03, 20.03, 26.03, 02.04, 09.04). The last three dates (30.04, 07.05, 08.05) are reserve days.

The lectures will help you to strengthen what you have learned in the online modules. Each lecture deals with one module of the course. Different social forms of teaching (e.g. partner/group work, interactive plenum) will be used to strengthen your knowledge and to apply analysis and interpretation in exercises, in-class activities or case studies.

If possible, please bring your laptop to every teaching session as we might need the devices for some activities. 




  • Digital Marketing Environment 

 Module 1 introduces digital marketing and crucial key terminology. We look at how digital technologies have transformed marketing. We also review how digital media and technology change the immediate environment of companies nowadays, including the marketplace and channel structure. In addition, macro-environmental forces that are particularly relevant to digital marketing will be discussed.


  • Integrated Digital Marketing Planning

 In the second module, we discuss the importance of developing a digital marketing strategy that is integrated and focuses on what will make the biggest difference. We learn about the key digital marketing activities to manage in all organisations.


  • Marketing Mix in the Online Context

 In this module, we inspect how the digital world affects all the elements of the marketing mix. We identify the online implications for each element of the mix and talk about the opportunities the internet makes available for varying the marketing mix.


  • Delivering the Digital Experience

In module 4, we explore what makes an excellent online experience on different platforms. We learn about key techniques such as user-centered design, usability and accessibility design and apply the principles to existing websites.


  • Electronic Customer Relationship Management

 In the last module, we examine the importance of developing integrated contact strategies for the delivery of relevant messages throughout the customer lifecycle. As businesses need to build long-term relationships with customers in order to increase their profits, this module deals with the process of engaging existing customers, prospects and other stakeholders to enhance customer-relationship management.

Erwartete Vorkenntnisse

It is strongly recommended that you have completed at least one course in Marketing before undertaking this unit, to ensure you have the necessary level of knowledge to successfully complete assessments.


  • Prescribed text (A prescribed text is a resource that you must have access to for the purposes of studying this course.)

 There is no prescribed text for this unit. Extensive course materials will be provided on Moodle.

  • Recommended Texts (A recommended text is a resource that you can use to broaden your understanding of the topics covered in this course. You may also find a recommended text helpful when completing assignments.)

 Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice. Harlow, England: Pearson.

Chaffey, D & Smith, PR. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. New York: Routledge

  • Other Recommended Resources

 In addition to the texts recommended above, you are encouraged to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review relevant papers that are published in:

 Journal of Marketing

Journal of the Academy of Marketing Science 

Industrial Marketing Management 

Journal of Electronic Commerce Research 

Electronic Markets 

Management Information Systems Quarterly 

Decision Support Systems 

Information and Management 

Journal of Business Research 

Journal of Interactive Marketing 

International Journal of Electronic Business Management 

Journal of Database Marketing & Customer Strategy Management 

Internet Research




Assessment Items
Due Date
Link to Learning Outcomes
  • Online Quizzes
Five online quizzes in total placed throughout the course. Dates for each quiz will be provided on Moodle.
6 quiz grade points per quiz. Total of 5 quizzes = 30 quiz grade points
LO1, LO2, LO3, LO4, LO5, LO6
  • Reflective journal entries
Five reflective journal summaries in total placed throughout the course. Dates for each entry will be provided on Moodle.
4 grade points per reflective journal entry. Total of 5 reflective journal entries = 20 grade points
  • Active in-class participation
Active participation in in-class activities
10 grade points = (10%)
LO1, LO2, LO3, LO4, LO5, LO6,
  • Final Exam

40 grade points = (40%)
LO1, LO2, LO3, LO4, LO5, LO6


Content according to the modules of the course.


Attendance requirements: Your attendance will be monitored at each teaching session. Attendance at teaching sessions is considered compulsory. You are allowed to miss a maximum of two 3-hours sessions. In case you miss a session, you are still required to complete the online activities.

The grading for this course is based on a point system.

Total points 100:

>90 bis 100 Punkte (1)

>78 bis 90 Punkte (2)

>65 bis 78 Punkte (3)

>50 bis 65 Punkte (4)

0 bis 50 Punkte (5)

For successful completion of the course, you have to achieve at least 50% in each of the assessment items (at least 15 quiz grade points for the online quizzes, at least 10 grade points for the reflective journal entries, at least 5 grade points for active in-class participation, at least 20 grade points in the final assessment).


Note/Grade 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 Vertiefung 3 (4): Digital Marketing (2.0h VI / 4.0 ECTS)
          Absolvierung im 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 Vertiefung 3 (4): Digital Marketing (2.0h VI / 4.0 ECTS)

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