Information on individual educational components (ECTS-Course descriptions) per semester

  
Degree programme:Bachelor International Business Administration Part-time
Type of degree:FH Bachelor´s Degree Programme
 Part-time
 Winter Semester 2024
  

Course unit titleOnline Marketing
Course unit code025008052205
Language of instructionEnglish
Type of course unit (compulsory, optional)Elective
Semester when the course unit is deliveredWinter Semester 2024
Teaching hours per week2
Year of study2024
Level of course unit (e.g. first, second or third cycle)First Cycle (Bachelor)
Number of ECTS credits allocated3
Name of lecturer(s)Tom FLEERACKERS
Markus LOACKER


Prerequisites and co-requisites

Successful completion of all courses of the module Marketing and Sales.

Course content
  • 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
Learning outcomes

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.

Planned learning activities and teaching methods

Interactive course with lecture, case studies, exercises in individual and group work, presentations and homework.

Assessment methods and criteria

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

Comment

None

Recommended or required reading

Kingsnorth, Simon (2019): Digital Marketing Strategy: An integrated Approach to Online Marketing. London: Kogan Page.

Kreutzer, Ralf T. (2017): Praxisorientiertes Marketing. Wiesbaden: Springer Gabler.

Mode of delivery (face-to-face, distance learning)

Classes with compulsory attendance 

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