Have you ever wondered how small Internet start-ups can grow big and become internationally successful within only a short time? Besides providing a convincing product or service, these start-ups also need: a convincing digital marketing and e-commerce strategy!

In this course, you learn about key approaches, methods, and success factors of implementing an effective digital marketing and e-commerce strategy - and how to apply them especially to start-ups and adapt it to an international and intercultural context.

Key concepts covered in this course include online advertising, social media advertising, influencer marketing, viral marketing, content marketing, online shop design, recommender systems, online review management, online channel management, and mobile marketing. We will discuss how these concepts may work in general as well as in a start-up context – and how different approaches could or should be adapted according to the respective region or culture of operation.

Lectures are blocked on two half days (July 19th and 20th). The rest of the study time is flexibly adaptable to your personal schedule.