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Online Media Marketing

subject properties Online Media Marketing in major Master Medien- und Kommunikationswissenschaft 2013
subject number101782
examination number2500396
departmentFakultät für Wirtschaftswissenschaften und Medien
ID of department2551
subject leader Mian Waqas Ejaz
term Sommersemester
credit points6
on-campus program (h)22
self-study (h)158
Obligationobligatory elective
examwritten examination performance
details of the certificate
maximum number of participants30
previous knowledge and experience
learning outcome

This is the course for those who have always aspired to learn online media marketing but never got a chance. In this course, we will start from the scratch in order to understand the logic of online marketing particularly Google Adwords, and also learn how to manage adwords campaign like a professional online marketer. In this course you will learn the following:

  • How to set up your AdWords account from scratch
  • The theory behind successful online advertising
  • What keywords are and how to use them to your advantage
  • How to set up conversion tracking and how to track phone calls from your website
  • How to track sales, revenue and form submissions using Google AdWords
  • How to take advantage of competitor reports and customer data in your campaigns
  • How to write and A/B test your ads

       ….and much more


The course revolves around letting students understand the dynamics of online marketing with the help of Google Adwords. In this course, the focus will be on practical implementation, so, students won’t be learning the theory (not in great detail anyways) but the focus will be on practical relevance and implementation of learned techniques.

media of instruction

Internet, videos, Powerpoint Slides

literature / references

Will be provided if needed

evaluation of teaching