Description
The lecture "Digital Marketing" is a hybrid course on virtual master classes, on-site lectures and discussions as well as workshops. This covers the complete range of theoretical aspects, as well as the practical needs in the real working world.
In the course, the core topics of digital marketing are fundamentally explained in order to understand how it works and to be able to make deductions independently. This is completed by a number of excursions, which deepen specific topics.
Lecture Notes:
- Topic 1: Basics of digital marketing
- Topic 2: Corporate Site, basics, site and page types, content, usability and development
- Topic 3: Search engine optimization
- Topic 4: Performance marketing & Search engine advertising
- Topic 5: Display advertising
- Topic 6: Affiliate marketing
- Topic 7: E-Mail marketing
- Topic 9: CRM and CRM System
- Topic 10: Marketing Automation
- Topic 12: Social media marketing
- Topic 13: Content marketing
- Topic 14: Strategy and planning
Exercises and Workshops:
- Workshop 0: HTML basics
- Workshop 1: Pitch, briefing/debriefing - preparation & evaluation.
- Workshop 2: Elaboration of personas - target groups & personas
- Workshop 3: Customer Journey Mapping, Elaboration of recommendations for action
- Workshop 4: Story telling
- Basics of creativity and techniques
- Leadership
- Project management
- Working in agil environments
- Data Privacy (EU DSGVO), competition- and copyright law
- AI in Marketing
Details
- Live Preview: HTW online teach