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947-FS2024-0-Online Marketing and Distribution





Root number 947
Semester FS2024
Type of course Lecture
Allocation to subject Business Administration
Type of exam not defined
Title Online Marketing and Distribution
Description Anyone who wants to understand how digital marketing engineering is successfully implemented must know the basics, strategic and technical possibilities and limits in online marketing and e-commerce. Of course, this includes the design of a suitable web presence. But only those who market their products and services with the right online marketing mix, who are found in search engines and who continuously analyze and optimize their activities will win.

The course is divided into four thematic blocks.

1. Fundamentals and Strategy
- Fascination of Online Marketing and Distribution
- Online Marketing Strategy
- Digital Marketing Engineering

2. Goal-oriented Internet presence
- Website conception and goal-oriented web design
- Content Management (systems)
- E-commerce and online shopping (systems)

3. Online Marketing Instruments
- Online Marketing Mix
- Search Engine Advertising
- Display Advertising
- E-Mail-Marketing and Marketing Automation
- Content Marketing
- Legal aspects of online and social media marketing

4. Analysis and Optimization
- Search Engine Optimization
- Web Analytics, Evaluation and Optimization

Organizational Notes:
The documents and podcasts for the lecture and exercises will be available for download on ILIAS. These are prepared independently and then discussed with the lecturer and deepened by group exercises.
ILIAS-Link (Learning resource for course) Registrations are transmitted from CTS to ILIAS (no admission in ILIAS possible). ILIAS
Link to another web site
Lecturers Dr. Olivier Blattmann, Institute of Information Systems, Information Management ✉
ECTS 6
Recognition as optional course possible No
Grading 1 to 6
 
Dates Thursday 15:15-18:00 Weekly
 
Rooms Hörraum 101, Hauptgebäude H4
 
Students please consult the detailed view for complete information on dates, rooms and planned podcasts.