602.417 (22S) IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing

Sommersemester 2022

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Erster Termin der LV
01.03.2022 15:00 - 17:00 On Campus

... keine weiteren Termine bekannt

Überblick

Bedingt durch die COVID-19-Pandemie können kurzfristige Änderungen bei Lehrveranstaltungen und Prüfungen (z.B. Absage von Präsenz-Lehreveranstaltungen und Umstellung auf Online-Prüfungen) erforderlich sein.

Weitere Informationen zum Lehrbetrieb vor Ort finden Sie unter: https://www.aau.at/corona.

Lehrende/r

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

LV-Titel englisch

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

LV-Art

Vorlesung interaktiv (prüfungsimmanente LV )

LV-Modell

Blended-Learning-Lehrveranstaltung

Online-Anteil

30%

Semesterstunde/n

2.0

ECTS-Anrechnungspunkte

4.0

Anmeldungen

56 (25 max.)

Organisationseinheit

Abteilung für Marketing und Internationales Management

Unterrichtssprache

Englisch

LV-Beginn

01.03.2022

eLearning

zum Moodle-Kurs

Zeit und Ort

Beachten Sie bitte, dass sich aufgrund von COVID-19-Maßnahmen die derzeit angezeigten Termine noch ändern können.

Liste der Termine wird geladen...

LV-Beschreibung

Englisch

Intendierte Lernergebnisse

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.

Lehrmethodik inkl. Einsatz von eLearning-Tools

Learning activities on Moodle
Classes on campus

Inhalt/e

🟢 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.

Erwartete Vorkenntnisse

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

Literatur

see Moodle

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.

Englisch

Prüfungsmethode/n

See below.

Prüfungsinhalt/e

Assessment Items	Value/Weighting	Link to Learning Outcomes
Team Assignment 1	20 marks (20%)	1, 2 & 3	Team
Team Assignment 2	20 marks (20%)	1, 2 & 3	Team
Individual Assignment 1	60 marks (60%)	1, 2 & 3	Individual

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.

Beurteilungskriterien/-maßstäbe

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.

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

Masterstudium International Management (SKZ: 908, Version: 19W.1)
- Fach: Freie Wahlfächer (Freifach)
  - Freie Wahlfächer ( 0.0h XX / 9.0 ECTS)
    - 602.417 IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing (2.0h VI / 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 IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: Digital Marketing (2.0h VI / 4.0 ECTS)
      Absolvierung im 3., 4., 5., 6. Semester empfohlen

Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung

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 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)