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312102 Praktische Übung (Ü) (SoSe 2025)
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Es ist eine verbindliche Anmeldung bis zum 17.03.2025, 12:00 Uhr, per E-Mail an anmeldung-marketing@uni-bielefeld.de über die Lehrstuhl-Website sowie Speicherung der Veranstaltung in Ihrem Stundenplan im eKVV notwendig! Die Information, ob Sie einen Platz erhalten haben, erfahren Sie einige Tage nach diesem Termin über das eKVV.
Bitte informieren Sie sich hier über die notwendigen Unterlagen und Informationen für die Anmeldung:
https://www.uni-bielefeld.de/fakultaeten/wirtschaftswissenschaften/lehrbereiche/marketing/lehre/2025-sose/pue-ma.xml.
Nutzen Sie bitte Ihre Uni-Mail-Adresse!
Contents, comment
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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.
Requirements for participation, required level
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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.
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Teaching staff
Dates ( Calendar view )
| Frequency | Weekday | Time | Format / Place | Period | |
|---|---|---|---|---|---|
| one-time | Fr | 13-16 | U2-216 | 27.06.2025 |
Subject assignments
| Module | Course | Requirements | |
|---|---|---|---|
| 31-MM11 Marketing | Praktische Übung zum Marketing | Study requirement
|
Student information |
The binding module descriptions contain further information, including specifications on the "types of assignments" students need to complete. In cases where a module description mentions more than one kind of assignment, the respective member of the teaching staff will decide which task(s) they assign the students.
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- Limitation of the number of participants:
- Limited number of participants: 12
- Address:
- SS2025_312102@ekvv.uni-bielefeld.de
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- Coverage:
- 20 Students to be reached directly via email
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- Number of entries 2
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- Last update basic details/teaching staff:
- Thursday, March 6, 2025
- Last update times:
- Wednesday, June 11, 2025
- Last update rooms:
- Wednesday, June 11, 2025
- Type(s) / SWS (hours per week per semester)
- exercise (Ü) / 2
- Language
- This lecture is taught in english
- Department
- Faculty of Business Administration and Economics
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