Humboldt-Universität zu Berlin - Wirtschaftswissenschaftliche Fakultät

Digital Marketing & Web Analytics

The module is concerned with theories, practices and technologies in the field of digital marketing and web analytics. Students have the opportunity to develop a variety of skills, including:


  • Students appreciate the state-of-the-art in E-Business and Digital Marketing from a theoretical and practical standpoint. They are familiar with common e-business applications (e.g., SCM, CRM, etc.) and understand the interplay of internet technologies, digital business models and strategy.
  • Students appreciate the internet marketing mix. They are familiar with different digital channels and forms of online marketing communication.
  • Students are familiar with the fundamentals of web controlling to measure the effectiveness of marketing initiatives and, more generally, distill knowledge from web-based data.
  • Students have a basic understanding search engines and their underlying algorithms.
  • Students are familiar with quantitative methods to gather, process, and analyze unstructured, web-based data including text analytics, opinion mining and social network analysis.



  • E-Business strategy and applications;
  • Digital marketing infrastructure and channels
  • Web controlling;
  • Mining web-based data;
  • Text, sentiment, and social network analysis


A component of the tutorial is an ungraded presentation of a projekt topic. 

Written exam (90 min)


Students that have already passed the exam “E-Business and Online Marketing" (707925) can not register for the exam "Digital Marketing and Web Analytics" (707928).


Chaffey, D. (2014) Digital Business and E-Commerce Management, 6th ed., Prentice Hall


StO/PO MA 2005 - 2010: 6 LP, Modul: "Field of Specialization Information Systems" oder "E-Business and Online Marketing"

StO/PO MA 2016: 6 LP, Modul: "Digital Marketing and Web Analytics"

StO/PO MEMS 2016: 6 LP, Modul: "Digital Marketing and Web Analytics", Major: Quantitative Management Science