Digital Marketing
Dozent:innen: Prof. Dr. Oliver EmrichKurzname: Digital Marketing
Kurs-Nr.: 03.184.4330
Kurstyp: Vorlesung
Voraussetzungen / Organisatorisches
Exam: Written exam (100%)
Empfohlene Literatur
Excerpts from books and scientific articles which will be announced for each chapter of the lecture.
Inhalt
Learning goals:- Students understand, explain, and evaluate the role of technologies in marketing and different forms of digital marketing instruments.
- They can creatively develop marketing concepts, applying insights from psychological consumer theories and mechanisms in social networks.
- Furthermore, they are able to critically discuss methodological, theoretical, managerial, and ethical challenges for the use of consumer data and marketing instruments.
Contents:
New technologies strongly influence the way companies interact with consumers in digital marketing. Digital marketing refers to new forms of marketing that use digital touchpoints, such as websites, e-mails, search engines, news and video portals, social network sites, blogs, and online games. Participants of this course will learn to know recent changes in consumer behavior and companies’ strategies for responding to these changes and creating a higher customer value. Social media (i.e., technologies connecting consumers with each other) are among the most significant drivers of the changes in the marketplace. Students will better understand social mechanisms that influence consumer behavior on the Internet and evaluate the opportunities and threats that arise from computer-mediated communication and distribution activities. Specifically, participants will learn to assess the value of digital marketing and explore new ways of enhancing the customer value through technologies. The course highlights specific characteristics of digital marketing, such as intangibility, connectivity, adaptability, and scalability. Using this framework, the course will present digital marketing instruments and discuss opportunities and challenges for using these instruments in marketing campaigns. To prepare the participants for future positions in management departments, they will learn methods to conduct field research and empirically evaluate potential strategies. The course includes interactive exercises and case studies to practice analytical, creative, and critical thinking capabilities.
Informationen
Kurzbeschreibung :
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Beschreibung:
Termine
| Datum (Wochentag) | Zeit | Ort |
|---|---|---|
| 14.04.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 21.04.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 28.04.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 05.05.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 12.05.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 19.05.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 26.05.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 02.06.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 09.06.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 16.06.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 23.06.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 30.06.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
| 07.07.2026 (Dienstag) | 12:15 - 13:45 | 00 512 N 2 1342 - Naturwissenschaftliches Hörsaalgebäude |
