602.417 (23S) SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: Digital Marketing

zu Moodle

Sommersemester 2023

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Erster Termin der LV
01.03.2023 16:00 - 18:30 On Campus

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Überblick

Lehrende/r

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

Tutor/in/Innen

Katrin Lisa Lingenhel, BSc BA MSc

LV-Titel englisch

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

76 (25 max.)

Organisationseinheit

Abteilung für Marketing und Internationales Management

Unterrichtssprache

Englisch

LV-Beginn

01.03.2023

eLearning

zum Moodle-Kurs

Zeit und Ort

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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.
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.
	Design creative content for a company’s social media platforms.
	Conduct a social media audit for an existing company.

Lehrmethodik inkl. Einsatz von eLearning-Tools

Learning activities on Moodle
Classes on campus

Inhalt/e

🟢 Fundamentals

To start off with, we will create a base and learn about the digital marketing fundamentals.

🟢 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.

🟢 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.

🟢 Social Media

In Module 4, we look at content marketing on social networks. Companies engage with their consumers through social media platforms and build active interactions. 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 companies can determine appropriate marketing action in the social strategy and how companies can examine their social media activity in and around their brand and evaluate it for strategic insight.

🟢 Mobile Marketing

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 many consumers 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	50 marks (50%)	1, 2 & 3	Team
Individual Assignment 1	50 marks (50%)	1, 2 & 3	Individual

+ Extra Credit (10 points): Your extra creditopportunity is individual presence & participation: If you actively participate in the in-person classes, contribute your ideas, thoughts and results, you will receive up to 10 points for your final grade.

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% (50 points) and achieve at least 50% in each of the Assessment Items (Team Assignment 1 and Individual Assignment 1).

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 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: 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 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: 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 SBWL Marketing III: Digital Marketing| IBEC: Digital Business 1: 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 2022

602.417 VI IBEC: Digital Business 1: Digital Marketing | SBWL Marketing Vertiefung III: 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)