Content + structure
Portrait
Comprehensive and future-oriented. Our CAS Digital Marketing and Transformation has its finger on the pulse and helps you to manage digital change optimally. We start with the classic marketing mix and enrich it with the latest ingredients of digital marketing. In this training programme you will analyse and evaluate suitable tools and link them to new marketing methods.
This part-time study programme will familiarise you with current models and concepts. You will benefit from numerous external experts who will share their practical experience. Based on these inputs you will reflect and apply what you have learned to current cases.
Course objectives
The CAS Digital Marketing and Transformation provides you with a wide range of skills that you can immediately apply to your business.
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Recognise and derive the business models of online platforms
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Analyse digital marketing strategy in all its forms
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Define and apply digital marketing concepts
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Record, analyse and implement special features of the digital marketing mix
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Use the seven Ps of marketing in a digital marketing case
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Understand and apply social media in a strategic and operational context
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Analyse and evaluate marketing campaigns by various means
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Pinpoint and analyse dark ads, identifying their intention
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Understand digital pricing and its characteristics and apply it on a case-by-case basis
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Understand e-business processes and apply them on a case-by-case basis
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Explain and evaluate big-data analyses in the context of the digital marketing mix
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Understand and assess online and offline productions
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Understand digital marketing trends and evaluate them in the business environment