Moses - Digital Marketing Strategy

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Diese Modulbeschreibung gilt nicht im aktuellen Semester.

Die Modulbeschreibung gilt nur für den Zeitraum WS 2019/20 - SoSe 2021.

Module / Version:
#70302 / #3

Validity:
WS 2019/20 - SoSe 2021

Default display language:
English

Module title:
Digital Marketing Strategy

Credits:
6

Responsible person:
Talke, Katrin

Grading:
benotet

Type of exam:
Portfolioprüfung

Zugehörigkeit

Faculty:
Fakultät VII

Institute:
Institut für Betriebswirtschaftslehre

Area of expertise:
37321400 FG Marketing

Prüfungsausschuss:
Betriebswirtschaftslehre

Kontakt

Office:
H 95

Contact person:
Fischenich, Sabrina Sandra Maria

E-mail address:
katrin.talke@tu-berlin.de

Website:

http://www.marketing.tu-berlin.de

Learning Outcomes

Online marketing is becoming a more and more dominant means in communicating with customers and other stakeholders. In addition, an optimized web-appearance is nowadays often crucial for a company’s success. Therefore, the familiarity with the terminology, methods and key figures of online marketing becomes fundamental. This course teaches the basics of online marketing and gives insights into topics, such as search engine optimization, digital analytics, content marketing and customer relationship management. At the end of the course students are able to use the most important terminology of online marketing and apply relevant tools of the online marketing mix. They can also monitor their performance and draw conclusions for optimization.

Content

In this course students get to know the basics of online marketing. They learn about the importance of online media, the most important players in this field and the different instruments of the online marketing mix. The course starts with input sessions dealing with topics, such as performance marketing (SEO and SEM), digital analytics, content marketing and customer relationship management. In class, we also demonstrate tools and methods used in the business world practice with real-life examples. The learning progress of the students is examined over the course of the module. In the final project students apply their knowledge to a case. Here, they work in groups and develop an online marketing strategy for a specific company. The results are presented and discussed in class.

Module Components

Pflichtgruppe:

All Courses are mandatory.

Course Name	Type	Number	Cycle	Language	SWS	VZ
Digital Marketing Strategy	IV	72 140 L 9419	WiSe	English	4

Workload and Credit Points

Digital Marketing Strategy (IV):

Workload description	Multiplier	Hours	Total
Class attendance	15.0	4.0h	60.0h
Class preparation and follow-up	15.0	4.0h	60.0h
Exam preparation	1.0	60.0h	60.0h
			180.0h(~6 LP)

The Workload of the module sums up to 180.0 Hours. Therefore the module contains 6 Credits.

Description of Teaching and Learning Methods

cf. "Contents"

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

There are no prerequisites for the participation in this module.

Mandatory requirements for the module test application:

This module has no requirements.

Module completion

Grading

graded

Type of exam

Portfolio examination

Type of portfolio examination

100 Punkte insgesamt

Language

English

Test elements

Name	Points	Categorie	Duration/Extent
Quizzes	50	written	60 minutes
Project with Presentation	50	oral	15 minutes

Grading scale

Notenschlüssel »Notenschlüssel 4: Fak I, Fak VII«

Gesamtpunktzahl	1.0	1.3	1.7	2.0	2.3	2.7	3.0	3.3	3.7	4.0
100.0pt	90.0pt	85.0pt	80.0pt	76.0pt	72.0pt	67.0pt	63.0pt	59.0pt	54.0pt	50.0pt

Test description (Module completion)

The portfolio examination consists of the following elements, adding up to a maximum of 100 credits. The grading follows the joint conversion key of the School of Economics and Management (decision of the school's council dated May 28, 2014 - FKR VII-4/8-28.05.2014).

Duration of the Module

The following number of semesters is estimated for taking and completing the module:
1 Semester.

This module may be commenced in the following semesters:
Wintersemester.

Maximum Number of Participants

The maximum capacity of students is 30.

Registration Procedures

For information on registration please visit marketing.tu-berlin.de.

Recommended literature
adage.com
adweek.com
contentmarketinginstitute.com
convinceandconvert.com
emarketer.com
forrester.com
mashable.com
SEOMoz.org

Assigned Degree Programs

Semester:

Zeige auch ausgelaufene Studiengänge und StuPOs

This module is used in the following Degree Programs (new System):

	Studiengang / StuPO	StuPOs	Verwendungen	Erste Verwendung	Letzte Verwendung
This module is not used in any degree program.

Miscellaneous

No information

Digital Marketing Strategy