223337a Digital Marketing

Zuletzt geändert:	30.09.2025 / 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
Sprache:	Deutsch
Art:	-
Umfang:	2 SWS
ECTS-Punkte:	3
Workload:	4 SWS (Lecture: 2 SWS + Project: 2 SWS)
Prüfungsform:
English Title:	Start der Veranstaltung im WS 25/26: 07.10.25
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: 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.