Institut für Digital Marketing & Behavioral Insights

Teaching

Our institute teaches how marketing works in today's digital world and provides the skills needed to be a digital marketer. The ambitionin our teaching is to be relevant. This means that we use the latest marketing research in the curriculum, focus on applying cutting-edge research methods to marketing problems and emphasise the practical implications of the teaching materials.


While in traditional marketing the main goal is to satisfy the needs of the customer, in today's marketing it goes much further. Digital technologies and media are constantly changing, and so are marketing models. The variety of digital media and amount of information about buying behaviour requires marketing methods that incorporate this information and make it work for them.


We address the following points:

  • Data volume: How do you use data effectively and what insights are generated?

  • Digital media: What role does machine learning play in social media?

  • Personalised marketing: From a product-centric to a customer-centric approach?

  • Moral behaviour in the digital sphere: Why are moral buying decisions not the norm and how can we change this?

  • Insights into consumer psychology: How do consumers make purchasing decisions?


We deal with these questions and many more with our students in various courses.

As an institute, we teach in the Master's programmes Marketing, Management and Digital Economy. In addition, we offer a limited number of master's theses.