The class gives insights into digital marketing strategies as well as the effects and potential of different channels (e.g., SEO, SEA, Social Media). After an overview of possible activities and leverages in the digital marketing field, including their advantages and limits, the focus will turn to the B2B markets. There are certain requirements in digital strategy specific to the B2B market, particularly in relation to the value chain, sales management and customer support. Therefore, certain digital channels are more relevant for B2B marketing than for B2C marketing.
After the learning sessions, the students will form groups and work on digital strategies within a case study format. The presentation of the digital strategy will be in front of the class whereas the presentation will take 20 minutes followed by 10 minutes questions and answers.
Präsenzzeit = 15 Std.
Selbststudium = 30 Std.
Digital Marketing and Sales in B2B