Marketing and Online Marketing

Course overview

Fundamentals of Modern Marketing ====================== * Marketing goals in the digital age * Digital marketing forms and tools * Customer satisfaction through AI-supported analyses * Strategic and operational marketing considering modern media * Differences between B2B and B2C marketing in a digital world * Shift from seller to buyer market through digital media * Importance of relationship marketing in social networks * Marketing considering GDPR and ethical standards in AI Market Research in the Digital Context ====================== * Market research and market transparency through digital tools * Cost-effective market research projects with AI * Primary research through online surveys and social listening * Secondary research: Use of big data and databases Development of a Modern Marketing Concept ====================== * Importance and goals for strategic marketing in the digital space * Phases of a marketing concept: Situational analysis with AI tools, marketing goals, strategies considering modern media Analysis Tools and Marketing Strategies in the Digital Age ====================== * Company, environment, and market analysis with modern analysis tools * SWOT analysis considering digital trends * Determination of market segments and target groups through data analysis * Development of unique selling propositions (USPs) using AI * Development of innovative marketing strategies for digital channels The Contemporary Marketing Mix ====================== * Product: Innovation through digital technologies and AI, shaping product quality * Price: Dynamic pricing strategies based on data analyses * Communication: Integration of classical and digital instruments (social media, content marketing, influencer marketing) * Distribution: E-commerce strategies, multi-channel marketing, and modern logistics solutions * Internal written examination Fundamentals of Online Marketing ====================== * Introduction to online marketing * Differences between online marketing and traditional marketing * Tools of a balanced online marketing mix * Goals and strategies in online marketing * Tips, tricks, and trends: Native advertising, influencer marketing, and the use of AI * Overview of tools e.g. Google Analytics, HubSpot, SEMrush Websites and Usability ====================== * Conceptualization of a corporate website * Necessary content and cost optimization * Introduction to content marketing with AI-supported tools * Usability: Best practices and current standards * Overview of tools e.g. Wix, WordPress, Hotjar, Crazy Egg Search Engine Optimization (SEO) ====================== * Responsive and adaptive web design * Functionality of search engines * Basics of semantic HTML * The SEO process: Steps and optimization * On-page and off-page optimization * Keyword research and placement considering AI tools * Link building and social signals in the digital age * Free SEO tools and trends * Overview of tools: e.g. Google Search Console Content Marketing ==…

Upcoming dates

• 2026-08-18T22:00:00.000Z · 2026-10-12T22:00:00.000Z · Online-Seminar