This course combines theoretical foundations with practical insights into digital marketing in the age of AI. The core questions of digital marketing are addressed systematically: Who are the digital customers and what does their customer journey look like? Through which channels are they reached? What content is convincing? And how are marketing goals defined and measured?
Alongside the content foundations, dedicated tool sessions provide hands-on insights into Agile Tools, AI Tools, and Workshop Tools — the essential toolkit for succeeding in modern marketing environments. The practical relevance is further deepened through a guest appearance featuring a real-world case example.
In group work, the learned tools are applied to a selected marketing case in a workshop setting, with results presented in joint in-person presentations. Through the mutual exchange of insights into applied tools and developed findings, the learning experience is multiplied.
The course is structured as follows:
I. Intro "The Digital Age"
II. The Digital Customer & Customer Journey
III. Digital Media Channels
IV. Digital Content
V. Marketing Goals & Measurement
VI. Case Example (Guest Lecture)
VII. Agile Tools
VIII. AI Tools
IX. Workshop Tools
X. Group Workshops & Workshop Presentations
(this is a relaunch of the course formerly called strategic digital marketing)
There are 5 sessions with mandatory attendance (3 Interactive Sessions, 2 Exam Presentations), of which at least 4 must be attended.
The mandatory attendance applies to the following dates: 28.10., 04.11., 11.11., 09.12. and 16.12.
Important Information: Group projects from previous strategic digital marketing courses cannot be credited for this course.
