Course Information

Important Note: This course must be taken together with Trends in Digital Marketing & Services Marketing.

Course Description

The course Digital Marketing & Services Marketing introduces students to the theoretical foundations and central concepts of both subdisciplines. In the area of digital marketing, students develop a basic understanding of how digital technologies are employed within product, pricing, communication, and distribution strategies. Particular emphasis is placed on the characteristics of digital touchpoints, the role of social media, search engine marketing, and fundamental mechanisms of online customer interaction. The services marketing component addresses the specific properties and challenges of services, including intangibility, the active involvement of customers in the service delivery process, and the importance of service quality and long-term customer relationships. In addition, key concepts such as the extended marketing mix for services, customer experience management, and complaint management are covered in their foundational aspects. The course integrates both perspectives by illustrating how digital technologies shape the design, delivery, and perception of services and by discussing strategic approaches that enable firms to effectively engage customers in digital and service-oriented contexts.

Upon completion of the course, students possess a fundamental understanding of the key concepts, theories, and models in digital marketing and services marketing and are able to assess their managerial relevance. They can explain the specific characteristics of marketing activities in digital environments as well as within service contexts and evaluate their implications for consumer behavior. In addition, students can identify core challenges and opportunities in both areas and articulate how these insights can be used to develop customer-oriented marketing strategies. They are able to critically reflect on central concepts and instruments of both disciplines and transfer them to practical problems through exemplary application scenarios.

Registration and Course Materials

• Registration — and, if applicable, seat allocation — takes place exclusively via PORTA. Please make sure to register in time for the courses you wish to attend.
• All course materials are provided through the University of Trier’s Stud.IP platform. Once you have registered for the course in PORTA, your Stud.IP registration will be processed automatically.