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FTMBA 2022_I Workshop Digital Communication

Course code
Course type
FT MBA Course
Weekly Hours
HS 2021
Jan Hildebrand
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.

In this interactive learning session we will cover digital communication with focus on tech- and data-driven developments. We will review some of the key trends in digital marketing currently in B2C and B2B before diving into actually looking behind some of the key tools ourselves. It will cover the A,B,C-success factors: Allocation (of budget), Buying (of media) and Creative (actually getting peoples attention). Participants should get a feeling for how to buy and measure media effectively. This will be done in a very interactive and entertaining way, enabling everyone to actually "do" digital marketing during the course.

Lastly it will cover how ways of working in digital communications are changing from linear processes to more agile collaboration and new ways to think about in-housing and working with agency and technology partners.

As this is a virtual format the interactive parts will be done partially individually and partially in small groups.

There is also a view on how Covid-19 has impacted the media advertising market.

Date Time
Monday, 15.11.2021 08:45 - 14:15
There are three main learning goals
1. Get familiar with the key trends in digital communication at the moment and what successful companies do right
2. De-mystify the tools and techniques and enable managers to challenge their teams and agencies on a deeper level
3. Reflect on what this means in daily business operations.
I can recommend two sources of information and self-learning next to the common blogs and magazines. All of them optional and not pre-requisite for the training: (1) Podcasts- OMR mit Philipp Westermeyerhttps://omr.com/de/podcast/- Marketing Transformation mit Erik Siekmann:https://marketingtransformationpodcast.podigee.io/- Pivot with Scott Galloway:https://podcasts.apple.com/de/podcast/pivot-with-kara-swisher-and-scott-galloway/id1073226719- Digital Kompakt:https://www.digitalkompakt.de/category/podcast/(2) Online free trainings and certificates- Think with Google Learning Programshttps://www.thinkwithgoogle.com/intl/en-gb/marketing-resources/programmatic/google-digital-academy/- Facebook Blueprint.https://www.facebook.com/business/learn
In this virtual format of the course, the core content will be presented in case studies and frameworks. Group and individual break outs will allow for application in real digital marketing tools and group reflection.
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