602.417 (21S) IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Specialization III: Digital Marketing

Sommersemester 2021

Registration deadline has expired.

First course session
09.03.2021 15:00 - 17:00 Online Off Campus

... no further dates known

Overview

Due to the COVID-19 pandemic, it may be necessary to make changes to courses and examinations at short notice (e.g. cancellation of attendance-based courses and switching to online examinations).

For further information regarding teaching on campus, please visit: https://www.aau.at/en/corona.

Lecturer

Postdoc-Ass. Dr. Svenja Diegelmann, B.A.,M.Sc.

Course title german

IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing

Type

Lecture interactive (continuous assessment course )

Course model

Online course

Hours per Week

2.0

ECTS credits

4.0

Registrations

50 (25 max.)

Organisational unit

Abteilung für Marketing und Internationales Management

Language of instruction

English

Course begins on

09.03.2021

eLearning

Go to Moodle course

Time and place

Please note that the currently displayed dates may be subject to change due to COVID-19 measures.

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Course Information

English

Intended learning outcomes

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, mobile responsive design and mobile usability.
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.
	Build your own website in a website design project.
	Design creative content for a company’s social media platforms.

Teaching methodology including the use of eLearning tools

Learning activities on Moodle
Live online classes in our virtual classroom

Course content

🟢 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.

🟢 Content Marketing & 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. You will get the chance to work on own website projects.

🟢 Content Marketing & Social

In Module 4, we look at content marketing on social networks. Through social media platforms, companies engage with their consumers and built active interactions among them. 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 to build an effective company social media presence.

🟢 Going Mobile

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 51 percent of customers use their mobile device to look for new brands and products. In this Module, we will dive into mobile marketing.

Prior knowledge expected

It is strongly recommended that you have completed at least one course in Marketing before undertaking this unit.

Examination information

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.

English

Examination methodology

See below.

Examination topic(s)

Assessment Items	Value/Weighting	Link to Learning Outcomes
Team Assignment 1	15 marks (15%)	1, 2 & 3	Team
Team Assignment 2	15 marks (15%)	1, 2 & 3	Team
Individual Assignment 1	40 marks (40%)	1, 2 & 3	Individual
Team Project 1	30 marks (30%)	1, 2 & 3	Team

Extra Credit (10 marks): Your extra credit opportunity is 'individual presence, preparation & participation': actively participate in our online classes, contribute your ideas, thoughts and results, and be prepared for class.

Assessment criteria / Standards of assessment for examinations

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% and achieve at least 50% in each of the assessment items.

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

Bachelor's degree programme Business Administration (SKZ: 518, Version: 18W.1)
- Subject: Marketing und Internationales Management (Compulsory elective)
  - 15.3 SBWL Marketing III ( 0.0h VO, VC, KS, VI / 4.0 ECTS)
    - 602.417 IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Specialization III: Digital Marketing (2.0h VI / 4.0 ECTS)
      Absolvierung im 3., 4., 5., 6. Semester empfohlen

Bachelor's degree programme Applied Business Administration (SKZ: 518, Version: 14W.3)
- Subject: Freie Wahlfächer (Optional subject)
  - §11 Freie Wahlfächer ( 0.0h XX / 10.0 ECTS)
    - 602.417 IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Specialization III: Digital Marketing (2.0h VI / 4.0 ECTS)

Bachelor's degree programme International Business and Economics (SKZ: 516, Version: 19W.1)
- Subject: Digital Business (Compulsory elective)
  - 10.1 Digital Business 1 ( 0.0h VO, VI, VC / 4.0 ECTS)
    - 602.417 IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Specialization III: Digital Marketing (2.0h VI / 4.0 ECTS)
      Absolvierung im 3., 4., 5., 6. Semester empfohlen

Equivalent courses for counting the examination attempts

Sommersemester 2024

602.417 VC SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing (2.0h / 4.0ECTS)

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 2020

602.417 VI SBWL Marketing Vertiefung III: Digital Marketing/ IBEC: Digital Business I: Digital Marketing (2.0h / 4.0ECTS)