Overview of Online Marketing

Course overview

Online marketing is today a central component of modern corporate communication and successful brand management. Due to increasing digitalization, purchasing decisions, information pathways, and communication between companies and customers have fundamentally changed. Digital channels offer a variety of opportunities to specifically reach target groups, build relationships, and effectively present products and services. The professional use of online marketing measures enables companies to increase their visibility, address new customer groups, and develop long-term digital strategies. It is not only important to use individual channels but also to connect them meaningfully and align them with the respective goals and target groups. In this module, you will receive solid foundations and practical knowledge for entering the world of digital marketing. You will learn about the most important marketing channels, strategies, and tools, and discover how online marketing measures can be planned, implemented, and continuously improved. A special focus is placed on targeted communication. You will engage with how to analyze target groups, develop suitable digital content, and evaluate marketing measures based on data and metrics. This will give you an understanding of how successful online campaigns are created and which factors are crucial for sustainable reach and visibility.