Study Guide

Objective

The student knows the principles of digital marketing and branding. The student understands various concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behaviour in digital marketing. He/she knows the role of strategic digital marketing planning in a company and learns different digital marketing tools and channels. The student understands the concepts of customer relationship management (CRM), the responsible digital marketing and branding, as well as legal perspectives of digital marketing.

Content

• Basics of digital marketing
• Basics of branding (brand identity, branding process, brand management)
• Service-dominant logic (SDL), value creation and value co-creation in digital marketing
• Consumer behaviour in digital marketing
• Digital marketing planning
• Digital marketing tools and channels
• Customer relationship management (CRM)
• Responsible digital marketing and branding
• Legal perspectives of digital marketing (GDPR, IPR)
• Cases: platform economy

Materials

available on Moodle

Teaching methods

• Lectures on Campus (no online teaching available)
• Workshops (Bring Your Own Device BYOD)
• Reaction paper assignment
• Individual exam

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Satisfactory (2)
The student knows somehow the principles of digital marketing and branding. He/she is aware of the concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and knows some trends of consumer behaviour in digital marketing. The student understands somehow the role of strategic digital marketing planning in a company and different digital marketing tools and channels. He/she knows some marketing tools and is somewhat aware of the significance of digital environment in marketing. The student is aware of the concepts of customer relationship management (CRM), responsible digital marketing and branding, and legal perspectives of digital marketing. The assignments are completed but not always performed according to the instructions and deadlines.

Poor (1)
The student knows only some principles of digital marketing and branding. The student understands only somehow the role of strategic digital marketing planning in a company. He/she knows only some marketing tools and is only somewhat aware of the significance of digital environment in marketing. The assignments are completed but not always performed according to the instructions and deadlines.

Fail (0)
The student does not complete the assignments according to the instructions or does not attend the learning situations at all. He/she does not pass the assignments, tests and/or the exam as required.

These are the general assessment criteria. Please note that there might be more specific assessment criteria for learning assignments which will be given at the beginning of the study unit.

Assessment criteria, good (3)

Very good (4)
The student knows well the principles of digital marketing and branding. He/she understands clearly the concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behaviour in digital marketing. The student understands well the role of strategic digital marketing planning in a company and learns different digital marketing tools and channels. He/she knows different marketing tools and is aware of the significance of digital environment in marketing. The student understands well the concepts of customer relationship management (CRM), responsible digital marketing and branding, and legal perspectives of digital marketing. All the assignments are performed according to the instructions and deadlines.

Good (3)
The student knows the principles of digital marketing and branding. He/she understands the concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behaviour in digital marketing. The student understands the role of strategic digital marketing planning in a company and learns different digital marketing tools and channels. He/she knows different marketing tools and is aware of the significance of digital environment in marketing. The student understands the concepts of customer relationship management (CRM), responsible digital marketing and branding, and legal perspectives of digital marketing. Most of the assignments are performed according to the instructions and deadlines.

Assessment criteria, excellent (5)

Excellent (5)
The student knows the principles of digital marketing and branding at an excellent level. He/she understands holistically the concepts of service-dominant logic (SDL), value creation and value co-creation in marketing and trends of consumer behaviour in digital marketing. The student understands very well the role of strategic digital marketing planning in a company and learns different digital marketing tools and channels. He/she knows different marketing tools and is well aware of the significance of digital environment in marketing. The student understands very well the concepts of customer relationship management (CRM), responsible digital marketing and branding, and legal perspectives of digital marketing. All the assignments are performed according to the instructions and deadlines.