• Stuhldreier Sanja Maria

• Ben Moulehem Chiraz
• Schorro Olivier

In the first part of the course Digital Marketing Communication, we will discuss selected basic terms and highlight the links between digital marketing communication and customer orientation.

In further parts of the course, we will discuss the fields of application as well as the (dis)advantages of the major tools of digital marketing communication such as banner advertising, pop-up windows, advertising emails, corporate websites, corporate blogs, social media.

In another part of the course, we will see how digital marketing tools can be used for online complaint management.

In the last part of the course, we will cover digital marketing research that should be the basis of the development of digital marketing communication strategies.

Throughout the course, we will see the links with marketing practice by looking at many interesting company examples and cases in the context of digital marketing communication. We will deeply reflect on the aspects covered in class be discussing application questions whenever appropriate.

The purpose of this course is to familiarize the students with the major tools for digital marketing communication and to explain how these tools can be used strategically to implement and signal a clear customer orientation of the firm, with the final objective to intensify the customers’ attachment to the firm.

Zahay/Roberts/Parker/Barker/Barker (2022): Social Media Marketing – a strategic approach

Tuten/Solomon (2018): Social Media Marketing

Chaffey/Ellis-Chadwick (2019): Digital Marketing

Egan (2011): Relationship Marketing

Kotler/Armstrong (2021): Principles of Marketing

Homburg/Küster/Krohmer (2013): Marketing Management

Solomon/Marshall/Stuart (2022): Marketing – Real People, Real Choices

Doole/Lancaster/Lowe (2005): Understanding and Managing Customers

Bruhn (2003): Relationship Marketing

Prüfungslänge 60 Minuten

Prüfungslänge 60 Minuten