Certificate of Advanced Studies Digital Communication and Marketing

You know how to use digital media strategically in communication and marketing. You are familiar with the instruments of online marketing and can plan and evaluate suitable measures. The part-time CAS program covers various topics from online communication and online marketing. Competencies from planning to implementation and controlling are taught and the latest developments and trends are discussed. The module teaches the basics of communication in networks. In particular, network theory, the impact of digital transformation and its influence on communication in companies are considered. The module deals with the strategic use of digital media in corporate communication. A special focus is on the use and design of communication with different stakeholders. The module deals with the interaction of owned, paid and earned media. In addition to the basics of integrated media planning, we look at the most important social media platforms and reflect on the use of online tools in strategic marketing. The module focuses on how content is strategically planned and which formats are suitable for which channel. In particular, we address content marketing and what to consider when planning, producing and distributing content. The module teaches the basics and most important variables for measuring and evaluating online activities. You will be able to define key figures and also reflect on them critically. The module teaches the relevance of and how to deal with search engines as central gatekeepers on the web. We focus on conception, reporting and controlling of search engine campaigns. Close