223337a Digital Marketing
| Zuletzt geändert: | 30.10.2025 / Andersch |
| EDV-Nr: | 223337a |
| Studiengänge: |
Digital- und Medienwirtschaft (Bachelor, 7 Semester, Zulassung ab Wintersemester 2023/2024), Prüfungsleistung im Modul Spezielle BWL: Digital Marketing
in Semester
4 6 7
Häufigkeit: unregelmäßig Media Entertainment, Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 6 7 Häufigkeit: unregelmäßig Medienwirtschaft (Bachelor, 7 Semester), Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 4 6 7 Häufigkeit: unregelmäßig Studienübergreifendes Angebot - Minors, Prüfungsleistung im Modul Spezielle BWL: Digital Marketing in Semester 1 Häufigkeit: nur SS |
| Dozent: | Prof. Dr. Henrike Andersch |
| Link zur Veranstaltung / zum E-Learning-Kurs: | Link and passcode will be provided in class |
| Sprache: | Deutsch |
| Art: | - |
| Umfang: | 2 SWS |
| ECTS-Punkte: | 3 |
| Workload: | 4 SWS (Lecture: 2 SWS + Project: 2 SWS) |
| Inhaltliche Verbindung zu anderen Lehrveranstaltungen im Modul: | Basic knowledge in Marketing is required / 223023 Marketing |
| Prüfungsform: | |
| Beschreibung: |
The course consists of a lecture (2 SWS) and a project (2 SWS). During the lecture you will acquire profund knowledge on the basics of digital marketing & the strategies & initiatives: 1) Introduction Digital Marketing 2) Consumer Behavior in the Digital Media World 3) Social Media Marketing & Influencer Economy 3) Search Engine Optimization and Advertizing 4) Paid Media & Programmatic Ads 5) Data Analytics & Customer Insights 6) Future Trends in Digital Marketing 8) ... Every chapter will shed light on how to leverage on AI tools and techniques to make digital marketing more efficient; moreover we will discuss associated pitfalls and risks. During the project you will work on a social media launch campaign combining human intelligence and artificial intelligence. This includes - developing a challenger brand for an established brand - creating social media campaign material using generative AI - testing campaign material with predictive AI and - challenging the campaign among real customers. Exam: ST (group presentations & project report + individual learning diary) The course is part of the minor program MCM (Media Creation Management). Therefore, the course is in English in the winter term. |
| English Title: | Digital Marketing |
| English Abstract: |
The course consists of a lecture (2 SWS) and a project (2 SWS). During the lecture you will acquire profund knowledge on the basics of digital marketing & the strategies & initiatives. Every chapter will shed light on how to leverage on AI tools and techniques to make digital marketing more efficient; moreover we will discuss associated pitfalls and risks. Exam: ST (group presentations & project report + individual learning diary) The course is part of the minor program MCM (Media Creation Management). Therefore, the course is in English in the winter term. |
| Literatur: |
Relevant literature will be provided during the lecture
Weitere Literatur finden Sie in der HdM-Bibliothek. |
| Internet: | Relevant literature will be provided during the lecture |