Information on individual educational components (ECTS-Course descriptions) per semester


Degree programme International Business Administration
Subject area Business and Management
Type of degree Bachelor
Winter Semester 2023
Course unit title Online-Marketing
Course unit code 025017052004
Language of instruction English
Type of course unit (compulsory, optional) Compulsory optional
Teaching hours per week 2
Year of study 2023
Level of the course / module according to the curriculum
Number of ECTS credits allocated 3
Name of lecturer(s) Tom FLEERACKERS
Requirements and Prerequisites


Course content

Forms, operating principles of current instruments of marketing in the online environment. Critical discussion about the appropriate use and implementation of various methods.

Characteristics and operating principles of:

Affiliate marketing

  • E-mail marketing
  • Search engine advertising and optimisation (SEA, SEO)
  • Online advertising
  • Social media
  • Online PR
  • Mobile marketing
  • Aspects for critical evaluation of tools in order to achieve marketing objectives:
  • Definition of appropriate evaluation criteria
  • Differences in the suitability of instruments for generic marketing objectives
  • Dependencies or correlations between these forms
  • Success parameters and the recording of these
  • Legal or technical prerequisites
  • Basis for the implementation of online sales channels:
  • Types of online business models
  • Success factors of different types of business models
  • Case studies
Learning outcomes



  • Students know different forms of online marketing (affiliate marketing, e-mail marketing, search engine ads and optimisation (SEA, SEO), online advertising, social media, online PR, mobile marketing).
  • Students know the essential legal and technical framework for the use of online marketing elements.


  • Students are able to explain the working principles of the different forms of online marketing.
  • Students understand the application areas and limitations of various options.
  • Students can pinpoint and describe dependencies and links between online marketing and traditional marketing approaches.
  • Students understand existing possibilities and limitations of external information gathering.
  • Students can name success criteria and assign them to individual approaches.


  • Students can use industry standard solutions and apply them appropriately to given problems.


  • Students can identify and analyse critical success factors.


  • Students can design a proposal for the use of online marketing approaches and design ways to test their success for a given real business situation.



  • Students can reflect critically on the advantages and disadvantages of existing approaches and are able to evaluate alternatives.
Planned learning activities and teaching methods

Seminar with mandatory attendance

Assessment methods and criteria

case study/paper



Recommended or required reading

Kreutzer, Ralf T. (2014): Praxisorientiertes Online-Marketing: Konzepte - Instrumente - Checklisten. Auflage: 2., vollst. überarb. u. erw. Aufl. 2014. Wiesbaden: Springer Gabler.

Lammenett, Erwin (2013): Praxiswissen Online-Marketing: Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Online-PR. Auflage: 4., vollst. überarb. u. erw. Aufl. 2014. Wiesbaden: Springer Gabler.

Heinemann, Gerrit (2015): Der neue Online-Handel: Geschäftsmodell und Kanalexzellenz im Digital Commerce. Auflage: 6., vollst. überarb. Aufl. 2015. Place of publication not identified: Springer Gabler.

Mode of delivery (face-to-face, distance learning)

Seminar with face-to-face instruction and distance learning