Online Marketing
| Degree programme | International Business Administration |
| Subject area | Business and Management |
| Type of degree | Bachelor Full-time Winter Semester 2024 |
| Course unit title | Online Marketing |
| Course unit code | 025008052205 |
| Language of instruction | English |
| Type of course unit (compulsory, optional) | Elective |
| Teaching hours per week | 2 |
| Year of study | 2024 |
| Level of the course / module according to the curriculum | |
| Number of ECTS credits allocated | 3 |
| Name of lecturer(s) | Tom FLEERACKERS, Markus LOACKER |
Successful completion of all courses of the module Marketing and Sales.
- Development of an online marketing strategy
- Building an online marketing funnel
- Use of standard market tools to analyse online marketing opportunities (e.g. Google Keyword Planner, Facebook Business Suite, Google Search Console)
- Use of standard market solutions for online advertising (e.g. Google Ads, Facebook Business Suite and Facebook Ads Manager)
- Technical preparation (e.g. Pixels) and use of standard tools (e.g. Google Analytics, Google and Facebook Ads Manager, Google Search Console) for measuring the success of online marketing activities and interpreting the results
- Trends and developments in online marketing (e.g. Programmatic Buying)
- Addressing existing customers through emails and posts on social networks
- Strategies for retargeting previous website and social network visitors
- Online marketing case studies
- Success factors of different online marketing measures (e.g. SEO, SEA, e-mail).
- Legal and technical framework conditions
Social media continues to increase in importance for individual target groups, and other providers and platforms are also emerging that enable the development of new customer groups or the focused addressing of the same. Students of the specialisations Marketing & Sales or Entrepreneurship & Innovation acquire the necessary competences for contemporary online marketing.
Students learn the essential legal and technical framework conditions for the use of online marketing. They understand the areas of application and limits of different online marketing measures, can present and describe the dependencies and connections of the approaches with conventional marketing approaches and they can explain critical success factors of different online marketing measures.
The students can operate standard solutions available on the market (e.g. Google Keyword Planner, Google Ads, Facebook Business Suite, Facebook Ads Manager) and use them for given questions. They are able to develop an online marketing funnel for a given situation.
Students can determine various online measures for traffic generation and measure their success with marketable tools (e.g. Google Analytics). They can use practical tasks to design an online marketing strategy and monitor its success. Students can critically examine the advantages and disadvantages of existing solutions and evaluate alternatives.
Interactive course with lecture, case studies, exercises in individual and group work, presentations and homework.
Pre-assignment, participation during the seminar in the form of contributions and short presentations (individual or group assignments), post-assignment, individual weighting as determined by the instructors, announcement at the beginning of the semester
None
Kingsnorth, Simon (2019): Digital Marketing Strategy: An integrated Approach to Online Marketing. London: Kogan Page.
Kreutzer, Ralf T. (2017): Praxisorientiertes Marketing. Wiesbaden: Springer Gabler.
Classes with compulsory attendance