Digital Marketing and Analytics

22B1795

Bachelor

English

5.0

winter- and summerterm

Summer and winter term

Students are introduced to the two related areas: Digital Marketing and Business Analytics. Digital marketing as well as numerous business models of digital companies are particularly based on collected, evaluated and used data. Well-known examples are the data and statistics on the usage behaviour of visitors, such as those provided by online and social media platforms to advertising companies.

Students know the connections between digital marketing and business analytics. They can critically reflect on these and classify national specifics such as data protection or legal requirements. They understand how data is collected and selected via algorithms, how dashboards (analytics) function and are used by companies.

1. Selected Aspects of Digital Marketing
2. Selected aspects of Business Analytics
3. The importance of Data-Based marketing
4. Exercises and case studies for practical transfer

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• Oral presentation, with written elaboration or
• Portfolio exam

The portfolio exam covers 120 points and consists of a presentation (PR) and a one-hour written examination (K1). The presentation and the written examination are weighted by 60 points each.

Written examination: in accordance with the applicable study regulations

Report: Presentation: 20-40 minutes; with written report: 5-10 pages

Portfolio exam:

• Presentation: approx. 20-40 minutes
• Written exam: in accordance with the applicable study regulations

The requirements are specified in the respective lectures.

Attendance of Principles of Marketing

Students who have studied this module have a broad basic knowledge of digital marketing and business analytics.

Students understand, discuss and reflect on relevant topics and decisions. They have a critical understanding of selected theories, methods and contents and are able to justify selected solutions in a technically correct manner. 

• Students can classify, analyse and evaluate relevant topics.
• Students can apply their knowledge in relation to the situation and assess it professionally.
• They reflect on and review their own arguments as well as those of others and weigh up different points of view against each other against the background of professional plausibility.

• Students learn, analyse and evaluate relevant theories, methods and contents.
• Students know the specific vocabulary and can apply it context-specifically.
• Students apply their knowledge in exercises and case studies and develop practical solutions according to the state of the art.
  
  

Students learn the basics of the connection between digital marketing and business analytics and and develop innovative approaches to solutions by working on selected problems within the framework of exercises and case studies and identifying possible solutions.

• Students can present their work results orally and in writing in a clearly structured form, using appropriate specialist vocabulary.
• Students can reflect on and take into account different points of view and arguments.
• The students can identify solutions to problems in the subject area and justify them methodically and correctly in discourse with representatives of the subject area as well as with people from outside the subject area.

Students learn about the qualification profile for professional action in digital marketing and business analytics and can reflect on this, also with regard to social expectations and discourses. They can recognise, classify and review their own role and user behaviour.

The module builds on the knowledge from the introduction to marketing (-> Principles of Marketing) and expands it with regard to digital marketing and business analytics. It can also serve as a basis for further in-depth study abroad.

• International Management, B.A.

• Business Administration and Management, B.A.

• Franke, Jürgen

• Franke, Jürgen