Students learn the theoretical foundations of digital marketing and its most important concepts. They develop an understanding both for the digital consumer and the digital environment. Special emphasis will be given to digital marketing strategies and practices, such as content marketing and influencer marketing. A tutorial offers the opportunity to apply the key learnings of the lecture as part of a group work.

The learning objectives are as follows:

• Getting to know the theoretical foundations of digital marketing
• Evaluating digital marketing strategies and practices (e.g., in the context of content marketing and influencer marketing)
• Fostering critical and analytical thinking skills and the application of knowledge to marketing problems
• Improving English skills

Total time required for 4.5 credit points: approx. 135 hours
Attendance time: 30 hours
Self-study: 105 hours

Termine werden bekannt gegeben.