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Digital Marketing


The course is split up into 4 online interactive training sessions each 3.5 hours. For detailed content refer Course Outline.

Date : 14th – 17th December, 2020
Time : 13:00-17:30 CET

Price per participant: 1,400 EUR *

*Alumni discount is 10%
*Group discount is 10%

Target Group

In many institutions, operational responsibility for digital marketing lies with either junior marketing staff or external agencies, who often have deep topical expertise, but lack the business perspective.

At the same time, the (official or de-facto) business responsibility for digital marketing often rests with more senior managers – in marketing, sales, business development, finance or other areas - who often have little or no digital marketing background.

This course is intended for

  • senior managers in non-marketing fields (e.g., business development, sales, finance, accounting, operations)
  • senior marketing managers without a broad digital marketing background
  • entrepreneurs.

Through this course, we will help senior managers to become confident and competent decision makers with respect to digital marketing topics.

Learning Target

Senior managers will learn to categorize and prioritize digital marketing activities. We will discuss answers to the following important questions:

  • Which digital marketing options exist in the market?
  • What are their advantages and disadvantages?
  • How should I prioritize, given the goals/industry/business model/size of my company?
  • How can I measure the effectiveness of digital marketing activities?
  • How do I spend my marketing/sales budget wisely and avoid wasting money in digital marketing?

This course will not make you a digital marketing expert – but it will help you become an effective digital marketing manager.


Lecture, discussion, individual and group exercises, case studies and reading materials

Course Outline

Unit 1

  • Introduction to Digital Marketing
  • Measuring Digital Marketing Effectiveness

Unit 2

  • Digital Marketing Instruments – Overview
  • Finding the Right Digital Marketing Instrument for Every Situation

Unit 3

  • (Beyond) The Customer Journey Hype
  • Optimizing Digital Marketing Activities
  • Case Study: How to Set Up and Interpret A/B-Tests

Unit 4

  • The Importance of Data
  • Best Practice: How to Manage and Prioritize Digital Marketing Activities
  • Extensive Q&A: Everything You Always Wanted to Ask