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

Degree programme: Bachelor International Business Part-time
Type of degree: FH Bachelor´s Degree Programme
Part-time
Winter Semester 2021

Course unit title Online-Marketing
Course unit code 025027052004
Language of instruction English
Type of course unit (compulsory, optional) Compulsory optional
Semester when the course unit is delivered Winter Semester 2021
Teaching hours per week 2
Year of study 2021
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 3
Name of lecturer(s) Markus LOACKER


Prerequisites and co-requisites

None


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 of 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

The 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

Knowledge

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.

Comprehension

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.

Application

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

Analysis

Students can identify and analyse critical success factors.

Synthesis

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.

Evaluation

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

Oral examination on the content (30 %),

Project work and presentation with team member (70 %)

2. Assesment:

Written project presentation and seminar work to an academic topic


Comment

None


Recommended or required reading
  • Chaffey, Dave; Smith, P. R. (2017): Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 5th edition. Revised. New York: Taylor & Francis Ltd.
  • Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2017): Marketing 4.0: Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley & Sons.
  • Dietrich, Gini (2014): Spin Sucks: Communication and Reputation Management in the Digital Age. Indianapolis, Indiana, USA: Pearson Education

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

Präsenzseminar