Lectures:

• Prof. Dr. Welf Weiger (Guest Lecturer)

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Time & Place:

Virtual Kick-off Meeting: Friday, 23.05.2025 at 10:00 am via Zoom (link will be posted on the day before)

Lectures:

• Hybrid: 16.06 - 20.06.2025, 4:00 – 7:00 pm
• Online only: 16.06 - 20.06.2025, 8:15 - 9:45 pm

Room for the hybrid lectures: Theo -1.113

Course registration: 05.05 – 06.06.2025 via web form: Please use the form on: https://www.uni-goettingen.de/de/658892.html

After Acceptance on 09.06.2025: Registration on FlexNow possible until 15.06.2025

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Examination:

• Case study discussion in lecture (2 CP)


• Exam (60 minutes) (4 CP)

Written exam: Wednesday, 13.08.2025, 2:00 – 3:00 pm, MZG 1.116 (e-exam room), e-exam must be written on a computer at the university, attendance required (NOT an online exam)

Case study presentations: Tuesday, 08.07.2025, 4:00 – 8:00 pm, Theo -1.113



Examination requirements:

• Theoretical and solution-oriented elaboration of digital marketing instruments


• Application of digital marketing concepts


• One case assessment, presentation and discussion in class (collaboration with other students in teams)

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Admission requirements:

No admission requirements.

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Learning outcomes/core skills:

After successfully completing this course, the students …

• …know core topics involved in the effective management of digital marketing strategies, tactics, and instruments.


• … know how to create a digital marketing strategy by analyzing the digital landscape.


• … know how to transform marketing strategies into digital marketing objectives and tactics.


• … know how to plan the implementation of strategies and tactics using state of the art digital marketing instruments:


• Digital outbound marketing (reaching out to and targeting consumers; e.g., display advertising).




• Digital inbound marketing (ensuring that consumers can find information about brands; e.g., search engine optimization).


• Social media marketing (motivating consumers to create and disseminate brand-related social media content; e.g., content marketing).


• Mobile marketing (connecting with customers through smartphones and other mobile devices).




• … know developments of latest digital marketing innovations.


• … know how to critically reflect on the concepts and methods of digital marketing management and how to apply them by completing case studies.

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Contents of the lecture:

1. Digital Marketing Strategy


2. Digital Outbound Marketing


3. Digital Inbound Marketing


4. Social Media Marketing

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