As part of a practical project in cooperation with the city marketing department of KME Karlsruhe Marketing und Event GmbH, students will have the opportunity to directly interact with retailers in Karlsruhe. Challenges of the digitalization of brick-and-mortar retailing will be analyzed and solutions will be developed and implemented.

In a theoretical part at the beginning of the event, students will gain an insight into the theoretical foundations of specific online marketing instruments. In cooperation with Karlsruhe City Marketing, students are taught application-oriented skills in online marketing tools, such as content management systems, social media platforms, search engine optimization or Google Ads campaigns.

In the practical part of the course, student teams cooperate with a real retailer in Karlsruhe's city center and learn how to analyze and optimize online presences and digital solutions based on key performance indicators. Possible use cases range from social media communication and website optimization to the introduction of innovative pricing and payment methods. In this way, students are given the tools for developing, maintaining and optimizing individual websites and digital solutions in stationary retailing.

Learning objectives result accordingly as follows:
- Learning of theoretical basics of central, application-oriented tools of online marketing
- Application and practical deep-dive of the acquired knowledge in a real case
- Concise and structured presentation of results

Total time required for 3 credit points: approx. 90.0 hours

Attendance time: 12 hours

Preparation and wrap-up of the course: 58 hours

Exam and exam preparation: 20 hours

Kick off Montag 11.5.26 Gebäude 01.87 Seminarraum 025