Digital Marketing Management

Course overview

Module: Website Management & Usability Online publishing with WordPress Installation and configuration Understanding the WordPress dashboard WordPress themes & customizations Using basic plugins Widgets and menus in WordPress Media management & user management Creating categories, posts, and pages Working with the Gutenberg editor / block editor Performance optimization / backup and security Plugins for special functions On-page search engine optimization (SEO) WordPress community & resources Conceptualization & project management Project work: Creating a WordPress website 198 teaching units (UE) in total Basics of web publishing / trends / web standards Definition and importance of usability in web design Personas and scenarios Norms, perception & design laws Scribbles, wireframes, mockups & prototypes with Figma Navigation and interaction / information architecture Learnability, efficiency, memorability, error tolerance & satisfaction Best practices for form design Basics of usability testing Accessibility in web design / responsive web design Analyzing websites / interpreting usability metrics Project work 198 teaching units (UE) in total Module: Online Marketing & E-Commerce Current job requirements for online marketers & discussion of current job postings Analysis and development of online marketing strategies Research tips: sources, key opinion leaders (KOL) Limbic maps & buyer persona SEM search engine marketing & SEO ranking signals YouTube SEO Keyword research: strategy & tools (e.g., Sistrix) Understanding search intentions & developing content silos (SERP overlap) Content marketing / crafting value propositions, eye-tracking & reading lines On-page optimization: technology, HTML, content / YMYL & EAT Web analytics: KPIs, tracking methods & tools (GSC, Analytics, Matomo) Google as a gatekeeper / Google tools in online marketing Google My Business & local marketing Domain marketing / hosting Content management systems [CMS] / TYPO3, WordPress Practical tips for CMS backend editors Working with templates & themes, editors & theme builders, extensions & plugins Corporate sites / blogs / wikis / forums Navigation concepts, usability & user experience (UI/UX) Accessible web Internet law / GDPR E-commerce / webshop solutions / shop software vs. shop builders Sales-promoting dialogues in the shop Omnichannel sales: marketplaces, coupon/price comparison portals & more SEA search engine advertising / Google Ads (text/display/shopping ads) Banner formats, billing models, campaign management Landing pages / advertising psychology / conversion optimization (CRO) Affiliate programs & affiliate networks / sponsored links Off-page optimization & link building Permission marketing / mailing campaigns & newsletters Marketing automation Growth hacking & guerrilla marketing Working with agencies / tenders & redesign relaunch Project management / project planning Project work / conceptualization 396 teaching units (UE) in total Module: Social Media & Cont…

Upcoming dates

• 2026-08-25T22:00:00.000Z · 2027-03-11T23:00:00.000Z · Dresden · Blended Learning
• 2026-08-25T22:00:00.000Z · 2027-03-11T23:00:00.000Z · Düsseldorf · Blended Learning
• 2026-08-25T22:00:00.000Z · 2027-03-11T23:00:00.000Z · Darmstadt · Blended Learning
• 2026-08-25T22:00:00.000Z · 2027-03-11T23:00:00.000Z · Dortmund · Blended Learning
• 2026-08-25T22:00:00.000Z · 2027-03-11T23:00:00.000Z · Frankfurt am Main · Blended Learning