Digital Marketing Communication

level of course unit

2. Study cycle, Master

Learning outcomes of course unit

The students:
• know the communication basics relevant for marketing.
• know the specifics of digital communication, especially with regard to marketing communication and social media.
• can design a digital marketing strategy along the marketing mix factors.
• have acquired basic knowledge in the field of CRM, so that they know the functionality and well-known software solutions.
• know how CRM data can be integrated into a digital marketing concept, especially in the area of sales-promoting communication.

prerequisites and co-requisites

2nd semester: Specialization in International Marketing Management course of the 1st semester

course contents

• Basics of marketing communication
• Basics of digital communication
• Development of a digital marketing strategy
• Development of a digital marketing mix
• Evaluation of a digital marketing concept
• Basics of customer relationship management (CRM)