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Digital Marketing & Sales

Learn how to attract, engage and win customers in the digital age.

Digital demand creation, lead generation, and sales conversion are key components of a successful market strategy in the digital age. They require insights about the digital customer journey and how to best manage business customers at various touchpoints. In this program you will learn about the latest trends, techniques, and best practices in the rapidly evolving field of digital marketing & sales. Additionally, you will explore how artificial intelligence can help attract, engage, and win business customers. By the end of the program, you will have a comprehensive understanding of data-driven decision-making and how to leverage digital marketing & sales to achieve business objectives and drive growth for your company.

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Target Groups

Managers and independent collaborators with or without basic knowledge about digital marketing & sales.

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Key Topics

•    Digital market & customer strategy (market shaping & definition, segmentation, and strategies)
•    Digital market & customer analytics (web analytics, social media analytics, image/video analytics)
•    Online marketing (SEO, SEA, display marketing, affiliate marketing)
•    Social media marketing & social selling
•    Influencer marketing & corporate influencing

•    Content marketing
•    Multichannel management
•    E-commerce

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Key Benefits

•    Insights into trends, techniques, and best practices in digital marketing & sales
•    Understanding customer needs, behavior, and value creation
•    Kno
wledge about data-driven decision-making
•    Corporate & personal branding
•    Overview of AI-based marketing & sales tools

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Teaching Methods

•    Interactive lectures
•    Plenary discussions

•    Online voting
•    Group work
•    Business cases

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Structure

Module 1:
•    Digital market & customer strategy
•    Digital market & customer insights
•    Case study

Module 2:
•    Digital products & services
•    Digital communications & branding
•    Case study

Module 3:
•    Digital pricing
•    Digital channel management & commerce
•    Case study

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Faculty

Prof. Dr. Andreas Fürst

Chair of Marketing

FAU

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Duration

Weekend timetable: 4 days

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Evening timetable: 6 days

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At a glance

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Location:

Live-Online

Language:

English

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Certificate:

FAU certificate of participation

Tuition fee:

1.390 €

If you have any questions concerning the application process, please do not hesitate to contact our admissions office.

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Tim Scholz

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