Wirtschaftswissenschaftliche Fakultät


New Media Marketing: Principles - Bachelor BWL

After the successful participation in this module, students are able to understand essential concepts and theories of new media marketing. In particular, they understand how new media differ from traditional media; by which concepts and theories new media phenomena can be explained; which challenges, opportunities, and communication formats exist in the era of new media; and how to manage multichannel companies. Students are able to apply the concepts and theories to analyze simple case examples and research findings in new media marketing. They can apply their knowledge on new media marketing to several business and research problems beyond this module. Overall, students are able to analyze and critically evaluate new media marketing phenomena and to explain their ideas to experts and others.

"New Media Marketing: Tutorial" is the tutorial of the lecture "New Media Marketing: Principles". In the tutorial, you will review and discuss the lecture's topics. Participation in the tutorial is optional, however, we highly recommend you to participate in both the lecture and the tutorial.

Contact Person: Markus Gahler

Course Language: English

Course Material: available at Digicampus

Type of Examination: Exam (60 minutes)


Summer Term 2019

First Session: April 24, 2019

Date & Room: Wednesday, 17:30h-19:00h at lecture hall K 1002

Course Contents:

  • Definition and relevance of new media;
  • Theoretical foundations (e.g., two-sided markets, social network theory);
  • Traditional online advertising;
  • Search engine marketing;
  • Mobile advertising;
  • Social media marketing;
  • E-commerce and omnichannel management.


Student Tutorial: tba