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|
|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|
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:
Aspects of critical evaluation of tools in order to achieve marketing objectives:
Types of online business models
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 design a proposal for the use of online marketing approaches and design ways to test their success for a given real business situation.
|Planned learning activities and teaching methods|
Seminar with mandatory attendance
|Assessment methods and criteria|
Oral examination on the content (30 %),
|Recommended or required reading|
|Mode of delivery (face-to-face, distance learning)|