Digital Marketing
Digitales Marketing
6 CPSummerENFÜS
Contents
This module covers digital advertising, consumer-to-consumer marketing, influencer marketing, mobile, etc., as well as the macro-consequences of digitalisation. Exercises will focus on creating influencer profiles, CRM analytics, RFM, CLV, and network analyses.
Learning outcomes
After completing this module, students will have a solid understanding of the digital marketing sphere (including the digital advertising ecosystem, e-commerce, customer relationship management, etc.) and the macro trends shaping it. They will understand digital marketing tools, instruments and strategies. Furthermore, students will understand and apply marketing, behavioural and network theories relevant to digital marketing. Students will have gained the skills to systematically assess customer potentials, analyse marketing activities, formulate digital marketing plans, and implement digital marketing activities.
Assessment
• Exam, 60 min., (50%) • Group project, a written report (ca. 10 pages) + presentation (ca. 15 min), (50%)
Literature (2)
- Lecture notes/script
- Additional materials announced in first lecture
Source: BTU's module description · retrieved 28 Sep 2026Original