223336a Marketing-Management/Online-Marketing
| Zuletzt geändert: | 07.11.2023 / Fahrbach |
| EDV-Nr: | 223336a |
| Studiengänge: |
Medienwirtschaft (Bachelor, 7 Semester), Prüfungsleistung im Modul Spezielle BWL: Marketing-Management und Online-Marketing
in Semester
4 6 7
Häufigkeit: immer Studienübergreifendes Angebot - Minors, Prüfungsleistung im Modul Spezielle BWL: Marketing-Management und Online-Marketing in Semester 1 Häufigkeit: unregelmäßig |
| Dozent: | Prof. Dr. Henrike Andersch, Prof. Dr. Jürgen Seitz |
| Sprache: | Englisch |
| Art: | V |
| Umfang: | 2 SWS |
| ECTS-Punkte: | 3 |
| Workload: | The course has to be combined with the transfer project. A special project briefing will be provided. |
| Inhaltliche Verbindung zu anderen Lehrveranstaltungen im Modul: | In combination with: 223336b Transferprojekt Marketing-Management/Online-Marketing |
| Prüfungsform: | |
| Bemerkung zur Veranstaltung: | Englisch |
| Beschreibung: |
Digital marketing fundamentals Evaluate the relevance of digital platforms and digital media to marketing Evaluate the advantages and challenges of digital media Identify the key differences between customer communications for digital marketing and traditional marketing. Online marketplace analysis: Micro-environment Identify the elements of an organisation’s online marketplace that have implications for eveloping a digital marketing strategy Evaluate techniques for reviewing the importance of different actors in the microenvironment: customers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy Review changes to business and revenue models enabled by digital markets. The Internet micro-environment Identify how the macro-environment might affect an organisation’s digital marketing strategy, planning, implementation and performance Consider legal, moral and ethical constraints of digital marketing Evaluate the wider significance of macro-environmental-forces Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing. Digital marketing strategy What approaches can be used to create digital marketing strategies? How does digital marketing strategy relate to other strategy development? What are the key strategic options for digital marketing? The Internet and the marketing mix Apply the elements of the marketing mix in an online context Evaluate the opportunities that the Internet makes available for varying the marketing mix Assess the opportunities for online brand-building Relationship marketing using digital platforms Assess the relevance and alternative approaches for using digital platforms for customer relationship management Evaluate the potential of the Internet to support one-to-one marketing, and the range of techniques and systems available to support dialogue with the customer through digital media Assess how to integrate social and mobile interactions to develop social CRM capabilities Delivering the online customer experience Describe the different stages needed to create an effective website, mobile site or social media presence Define the requirements that contribute to effective site Identify the similarities and differences in creating a website and other forms of online presence. Campaign planning for digital media Assess the difference in communications characteristics between digital and traditional media Identify the main success factors in managing a digital campaign Understand the importance of integrating online and offline communications Relate promotion techniques to methods of measuring site effectiveness Marketing communications using digital media channels Distinguish between the different types of digital media channels Evaluate the advantages and disadvantages of each digital media channel for marketing communications Assess the suitability of different types of digital media for different purposes Evaluation and improvement of digital channel performance Understand terms and tools used to measure and improve digital marketing effectiveness Develop an appropriate process to collect measures for digital marketing effectiveness Identify the activities when managing an online presence. Business-to-consumer digital marketing practice Understand online shopping behaviour and more specifically how consumer profiles’ and online experiences shape and influence the extent to which individuals are likely to engage with the online trading environment Explain the development of e-retailing and describe various types of online retailing activities and strategies Begin to develop an understanding from a retailer’s perspective of the strategic implications of trading online in consumer markets |
| English Title: | Marketing-Management/Online-Marketing |
| English Abstract: |
Start der Veranstaltung im WS 23/24: 17.10.23 Digital marketing fundamentals Online marketplace analysis: Micro-environment The Internet micro-environment Digital marketing strategy The Internet and the marketing mix Relationship marketing using digital platforms Delivering the online customer experience Campaign planning for digital media Marketing communications using digital media channels Evaluation and improvement of digital channel performance Business-to-consumer digital marketing practice |
| Literatur: |
CHAFFEY, D., & ELLIS-CHADWICK, F. (2019). Digital marketing.
KREUTZER, R. (2022). Online marketing. Wiesbaden, Germany, Springer. http://public.eblib.com/choice/PublicFullRecord.aspx?p=6819316.
MÖDINGER, W., SCHMID, S., & SEITZ, J. (2018). Marketing heute Grundlagen, Perspektiven, Praxisbeispiele.
Weitere Literatur finden Sie in der HdM-Bibliothek. |
| Internet: | http://www.smartinsights.com/ |