Online marketing in B2B - A practical guest lecture by Marc Roder

Marc Roder studied Media Communication at the Julius-Maximilians-Universität Würzburg. He began his career at fluidmobile and Double Digits during his studies, launching him into search and performance marketing for guitar apps, golf clubs, dentists and much more. His bachelor's thesis dealt with storytelling on YouTube and his master's thesis with the use of CSR in recruitment adverts. In 2020, he moved to Akima, a PR agency specialising in B2B cybersecurity companies, where he worked his way up from Junior to Practice Lead Digital Marketing. He not only looked after traditional IT B2B companies, but also mental health NGOs as well as jewellery and solar online shops. He now works on the corporate side at IT service provider OXITGEN, which offers HR software such as prokai.

In his lecture, he will present online marketing as an instrument in advertising and PR, give a look behind the scenes and present strategies for successful campaigns. How do digital tools, web analyses and artificial intelligence help in the topic planning of PR campaigns? What parallels are there between football and online marketing strategies? Marc Roder is coming to the "Advertising & Public Relations" lecture on 28 May 2026 at the invitation of the Media and Business Communication department.

This lecture is funded by student grants.