85-412 Marketing Technology - Digital Marketing with Data and Automation

Course offering details

Instructors: Prof. Dr. Mark Heitmann; Teja Töpfer

Event type: Interactive class

Displayed in timetable as: bwl-ma-ma7

Hours per week: 2

Language of instruction: English

Min. | Max. participants: - | -

Comments/contents:
Teja Töpfer ist erfolgreicher Gründer:

2010 Gründung: Facelift brand building technologies GmbH

2015 Gründung: Upljft GmbH

2021 Gründung: UNITED Marketing Technologies GmbH

Course description

Marketing Technology - Digital Marketing with Data and Automation

The world of marketing has become the world of technology. This course will give an overview of the development of marketing technologies with the rise of the Internet. You will learn about providing a status quo of the current market players and how to utilize modern technologies for data-driven marketing. Guests from the industry and live experiences will give the participants a jumpstart in the topic. In particular, the following skills and capabilities will be trained:


  1. Understanding how to conduct better marketing with better technologies
  2. Knowing the global playing field of marketing technology with a focus on Europe
  3. Building a general strategy for setting up a useful marketing technology stack
  4. Understanding how to assess and best identify relevant technology providers


The main topics of this course will be:Overview and History of Marketing Technology

  1. Software and Technology Stack
  2. Data and Analytics as the Foundation of Marketing Technology
  3. Advertising and Automation
  4. Content and Design
  5. Legal Implications
  6. Case Studies and Interviews

Appointments
Date From To Room Instructors
1 Fri, 2. Dec. 2022 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
2 Fri, 9. Dec. 2022 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
3 Fri, 16. Dec. 2022 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
4 Fri, 13. Jan. 2023 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
5 Fri, 27. Jan. 2023 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
6 Fri, 3. Feb. 2023 14:00 17:00 ESA H Prof. Dr. Mark Heitmann; Teja Töpfer
Exams in context of modules
Module (start semester)/ Course Requirement combination Exam Date Instructors Compulsory pass
BWL-MA-MA6(E) Current Issues in Marketing A (WiSe 22/23) / bwl-ma-ma6(E)  Marketing Technology - Digital Marketing with Data and Automation Written examination 1  Written examination Mon, 6. Feb. 2023, 08:15 - 09:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
2  Written examination Th, 23. Mar. 2023, 16:15 - 17:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
BWL-MA-MA7(B) Current Issues in Marketing A (SuSe 19) / bwl-ma-ma6(E)  Marketing Technology - Digital Marketing with Data and Automation Written examination 5  Written examination Mon, 6. Feb. 2023, 08:15 - 09:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
6  Written examination Th, 23. Mar. 2023, 16:15 - 17:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
BWL-MA-MA7(C) Current Issues in Marketing A (SuSe 21) / bwl-ma-ma6(E)  Marketing Technology - Digital Marketing with Data and Automation Written examination 3  Written examination Mon, 6. Feb. 2023, 08:15 - 09:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
2  Written examination Th, 23. Mar. 2023, 16:15 - 17:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
BWL-MA-MA7(C) Current Issues in Marketing A (WiSe 20/21) / bwl-ma-ma6(E)  Marketing Technology - Digital Marketing with Data and Automation Written examination 5  Written examination Mon, 6. Feb. 2023, 08:15 - 09:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
4  Written examination Th, 23. Mar. 2023, 16:15 - 17:15 Prof. Dr. Mark Heitmann; Teja Töpfer Yes
Class session overview
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Instructors
Prof. Dr. Mark Heitmann
Teja Töpfer