International Business Studies FT
Apply Icon

Digital Marketing Communication (WP)*

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)

recommended or required reading

• Chaffey, Dave: Digital Marketing. Pearson (latest edition)
• Kingsnorth, Simon: Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page (latest edition)
• Smith, Paul R.; Zook, Ze: Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

assessment methods and criteria

Online tasks, term paper, presentation

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)