Marketing
Prof. Dr. Reinhold Decker
Participation Requirements
- Subject-related: Marketing knowledge to the extent of the Bachelor's degree program is strongly recommended.
- Participation in the exercise "Introduction to Scientific Work - Theory and Practice" is strongly recommended, as it covers the necessary knowledge of scientific work required for the practical exercise.
- Organizational: Participation in the practical exercise requires binding registration via anmeldung-marketing@uni-bielefeld.de! For more information, see below.
Brief Description
The Practical Exercise in Marketing aims to promote and deepen students' key competencies within the thematic context. This can be achieved through case studies, literature reviews, tutorials, business simulations, internships, practical studies, practical projects, didactic preparation of the material, etc. The focus is on grounding the knowledge about the applications and benefits of quantitative approaches conveyed in marketing lectures through practical experiences in the field of marketing.
Content
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.
Literature overview:
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Taylor & Francis Group.
Application Procedure
To participate in the Practical Exercise, a binding registration via anmeldung-marketing@uni-bielefeld.de is required! Registrations are possible until March 17, 2025, 12:00 PM! The announcement of participants will be made via eKVV.
Please use "Registration PÜ Master SoSe 2025" as the subject line of the email. The email must include the following information:
- Salutation
- First name
- Last name
- Email address
- Matriculation number
- Start of Master
- Study program
- Profile
- Credit points
- Attended courses of the chair
- Motivation
Please note the following: Attach your current transcript to this email! Please use your university e-mail address!
Only complete applications will be considered for the allocation of spots!