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

Degree programme: Master Business Administration: International Marketing & Sales
Type of degree: FH Master´s Degree Programme
Part-time
Summer Semester 2021

Course unit title Digital Marketing and Commerce
Course unit code 025122025330
Language of instruction English
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Summer Semester 2021
Teaching hours per week 2
Year of study 2021
Number of ECTS credits allocated Second Cycle (Master)
Number of ECTS credits allocated 4
Name of lecturer(s) Tom FLEERACKERS


Prerequisites and co-requisites
  • "Digital Tracking & Analysis" and Fundamentals of Online-Marketings ("Marketing Fundamentals II" course)
  • The "Lean Startup" course in the context study is optionally recommended.

Course content

Topics:

  • Digital marketing & sales services & tools
  • Growth hacking
  • Lead generation
  • Conversion optimisation (A/B testing, experimentation etc.)
  • Targeting
  • User experience

Learning outcomes

Customers purchasing processes have changed dramatically over recent years due to digitalisation. Companies need to realign their communications and sales activities along the Customer Journey. In this course, students learn how leads and revenues are generated through digital marketing and sales campaigns. Helpful tools are presented.

Knowledge

  • Students know developments and trends in digital marketing & commerce.
  • Students know the common tools for the implementation and optimisation of digital marketing & sales campaigns.

Comprehension

  • Students can explain which digital marketing & sales measures are appropriate for a given situation.
  • Students can explain the conversion rate of selected digital marketing & sales activities.

Application

  • Students can plan and implement digital marketing & sales campaigns.

Analysis

  • Students can differentiate between established and new digital advertising platforms (social media, search etc.) for their suitability for marketing and sales campaigns in a given situation.

Design

  • Students can develop a growth hacking plan and integrate various paid and unpaid digital marketing & sales campaigns.

Evaluation/Review

  • Students can predict the impact or success of digital marketing & sales campaigns for a given situation.

Planned learning activities and teaching methods
  • Lectures
  • Case studies
  • Exercises 

Assessment methods and criteria

Written exam


Comment

There may be a 20 € fee for online marketing measures.


Recommended or required reading
  • Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2017): Marketing 4.0: Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley & Sons, Inc.
  • Chaffey, Dave; Smith, P.R. (2017): Digital Marketing Excellence. London, New York: Taylor & Francis.

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

Face-to-face instruction with mandatory attendance