312102 Praktische Übung (Ü) (SoSe 2025)

Practical Exercise in Digital Marketing

The Practical Exercise in Marketing aims to promote and deepen students' key competencies within the thematic context. 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.

Learning Objectives

• Develop a foundational understanding of digital marketing core concepts.
• Apply digital marketing principles to develop comprehensive strategies tailored to a specific target market and business objectives.
• Engage actively in the process of creating buyer personas and customer journey maps.
• Engage actively in conducting both primary and secondary market research to gather insights into customer behavior, competitors' strategies, and industry trends.
• Develop proficiency in using the collected data to inform and refine strategic marketing decisions.

Teilnahmevoraussetzungen, notwendige Vorkenntnisse

Participation Requirements for Practical Exercise in Digital Marketing (Master)
Subject-related: Marketing knowledge at the level of a Bachelor's degree program is strongly recommended. Additionally, participation in the exercise "Introduction to Scientific Work – Theory and Practice" is highly recommended, as it provides essential knowledge of scientific work required for the practical exercise.

Externe Kommentarseite

https://www.uni-bielefeld.de/fakultaeten/wirtschaftswissenschaften/lehrbereiche/marketing/lehre/2025-sose/pue-ma.xml