This university course provides you with the essential tools for successful marketing in the digital age. You will learn how to develop an effective strategy that maps the entire customer journey, from the first touchpoints with your company to sustainable customer loyalty. You will also learn how to use AI technologies profitably to optimise your marketing activities. This course is rounded off by teaching you about the most important legal framework conditions in digital marketing.

4 ECTS credits, 32 teaching units
Each university course includes practical exercises and case studies and concludes with a project assignment to directly apply what has been learned.
ECTS credits can only be awarded to participants with a general university entrance qualification.

This university course provides you with the knowledge you need to develop effective content strategies and successfully manage digital campaigns. You will learn how to plan and create appealing content formats, including the use of AI tools for content creation. You will also learn how to integrate user-generated content in a targeted manner and develop editorial plans for your digital channels. This will enable you to achieve your marketing goals through professional campaign management and inspire your target audience in the long term.

4 ECTS credits, 32 teaching units
Each university course includes practical exercises and case studies and concludes with a project assignment to directly apply what has been learned.
ECTS credits can only be awarded to participants with a general university entrance qualification.

In this university course, you will learn how to develop an effective social media strategy, create compelling content and build an engaged community of fans for your brand or company. From choosing the right platform to developing sustainable social media strategies and interacting effectively with your target audience. In this course, you will also acquire practical know-how for measuring the success and optimising social media campaigns.

4 ECTS credits, 32 teaching units
Each university course includes practical exercises and case studies and concludes with a project assignment to directly apply what has been learned.
ECTS credits can only be awarded to participants with a general university entrance qualification.

This university course provides you with the necessary knowledge for search engine optimisation (SEO) and search engine advertising (SEA), the central components of search engine marketing. You will learn how to get your website to the top of search engine results through organic optimisation while simultaneously running targeted digital advertising campaigns for quick results. In addition, you will gain comprehensive knowledge of paid advertising measures with Google Ads and other digital advertising forms (SEA). You will also learn how to use performance marketing to optimise conversions and why the future belongs to Generative Engine Optimisation (GEO) in the age of AI.

4 ECTS credits, 32 teaching units
Each university course includes practical exercises and case studies and concludes with a project assignment to directly apply what has been learned.
ECTS credits can only be awarded to participants with a general university entrance qualification.

Marketing automation and data analytics are key to personalising and optimising marketing strategies. In this university course, you will learn how to automate recurring marketing tasks, select the right marketing automation tools and analyse data effectively to increase the success of your marketing activities. Using dashboards, AI-powered analytics tools and web tracking, you will learn how to analyse valuable data profitably.

4 ECTS credits, 32 teaching units
Each university course includes practical exercises and case studies and concludes with a project assignment to directly apply what has been learned.
ECTS credits can only be awarded to participants with a general university entrance qualification.