Marketing
Prof. Dr. Reinhold Decker
Prerequisites
- Subject-related: Knowledge of marketing equivalent to that of a bachelor's degree is strongly recomemended.
Planned Number of Participants
- 12
- Topics will be worked on in groups of three to four students each.
Brief Description
The Practical Exercise in Marketing aims to promote and deepen students' key competencies within the thematic context. This can be achieved through case studies, literature reviews, tutorials, business simulations, internships, practical studies, practical projects, didactic preparation of the material, etc. The focus is on grounding the knowledge about the applications and benefits of quantitative approaches conveyed in marketing lectures through practical experiences in the field of marketing.
Contents
Students will be provided with a comprehensive presentation that covers the basics of digital marketing. This will include definitions and objectives of digital marketing, the main types of digital media channels (e.g., social media marketing), and the main categories of media, such as paid media (e.g., Pay-per-click), owned media (e.g., organic search), and earned media (e.g., influencer outreach). Students will be divided into groups, and each group will be assigned the task of creating a digital marketing plan for a hypothetical product or service. This task includes a digital channel strategy, a content plan, and KPIs for measuring success. The plan should be underpinned by both primary and secondary market research data to deeply understand customer needs, preferences, and digital media usage. Additionally, it should include an analysis of key competitors’ digital marketing strategies and industry trends. In a second phase, each group will be asked to adapt their strategy in response to simulated changes in the market environment (e.g., entry of a new competitor, budget cuts) or to counter ineffective digital performance outcomes.
Literature overview:
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Taylor & Francis Group.
Application Process
A binding registration is required for participation in Practical Exercise II! Registrations are possible from February 27, 2024, to March 17, 2024, until 11:59 PM via our Online-Anmeldeformular! Participant announcements will be made via eKVV.
Please note the instructions in the registration form. Only complete applications will be considered in the allocation of seminar places!