Marketing in the Digital Age (Bachelor, Winter)

Course content: "Marketing in the digital age" is the theme of the course. It examines various technological innovations and trends that are changing traditional marketing. At the same time, the focus is on which areas of marketing are changing less or not at all. The areas in which digital and analog elements of marketing interact will also be discussed. 

The first part of the lectures consists of a comprehensive overview of important digital developments from a marketing perspective. Examples of topics include big data, artificial intelligence, digital ethics, the Internet of Things and the metaverse.

The second part of the lectures looks in detail at the digitalization of the four dimensions of the marketing mix. Specifically, it deals with the so-called "4Ps", i.e. the digitalization of product, price, communication and sales management (product, price, promotion, place). 

Course format: The course consists of lectures and exciting guest lectures from companies. The examination in this course consists of a written exam (50%) and group-based case study including a final presentation (50%). 

Language: English

Target group: The course is aimed at all WFI Bachelor's students (e.g., BWL, D3B). 

Credits: 5 ECTS

Cycle: Winter term