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Online Marketing(E)
level of course unit
ConsolidationLearning outcomes of course unit
The students can estimate chances and risks of marketing measures on the internet. They know possible channels and game forms, such as search engine marketing (SEM) and social media marketing.
prerequisites and co-requisites
Module MGL und MMT
course contents
Online marketing measures are presented. From search engine marketing and e-mail marketing to marketing on one’s own and other websites. Special features of these forms of marketing are addressed as well as target group approach, costs and impact measurement.
recommended or required reading
•Lammenett E. (2019). Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Wiesbaden: Springer Gabler.
•Kreutzer, R. (2018). Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, Wiesbaden: Springer Gabler.
•Kreutzer, R. (2018). Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, Wiesbaden: Springer Gabler.
assessment methods and criteria
Written exam, online tests
language of instruction
Englishnumber of ECTS credits allocated
5eLearning quota in percent
50course-hours-per-week (chw)
2planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
