Digital Marketing Strategy

This course enables students to develop a basic digital marketing strategy for a company and understand how to use key tools such as search engine advertisements, social media campaigns, content marketing etc.

The course time is split into approx. 50% of lectures & discussions and 50% individual and group exercises, reviews of corporate websites and the use of Analytics/Adwords tools. we plan to offer this class in a hybrid format: online or on campus

Course leader

Jens Haarmann/Michael Klaas, visiting professors from ZHAW University Winterthur, Switzerland

Target group

Upper undergraduate students and graduate students

Course aim

Upon completion of the module the students should be able to:

- Define goals and target groups of a digital marketing strategy;
- Know the advantages and disadvantages of the most important digital marketing and CRM tools;
- Apply digital marketing tools and CRM through hands-on experience.

Fee info

EUR 500: 500 EUROS/module for free movers
EUR 50: 50 euros application fees for all students

Scholarships

N/A