Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Tuesday | 10/11/16 | 11:00 AM - 02:00 PM | TC.1.01 OeNB |
Tuesday | 10/18/16 | 08:00 AM - 11:00 AM | TC.3.21 |
Tuesday | 10/25/16 | 08:00 AM - 11:00 AM | TC.3.21 |
Tuesday | 11/08/16 | 08:00 AM - 11:00 AM | TC.3.21 |
Wednesday | 11/16/16 | 12:30 PM - 05:30 PM | TC.2.03 |
Tuesday | 11/22/16 | 08:00 AM - 11:00 AM | TC.3.21 |
Tuesday | 11/29/16 | 08:00 AM - 11:00 AM | TC.3.05 |
Tuesday | 12/13/16 | 08:00 AM - 10:30 AM | TC.0.02 Red Bull |
*** Please read the syllabus (pdf document) uploaded under >>Learning Activities>> carefully! ***
This class covers the most important forms of digital marketing (e.g., traditional banner advertising, targeted banner advertising, real-time bidding, search engine advertising, affiliate marketing, viral marketing) and aims to teach students the skills needed to analyze digital marketing campaigns and conduct social network analysis using brand-new software tools (e.g. Gephi, NodeXL, Tableau) and eventually make better marketing decisions.
After successful completion of the course, the learned is expected to beable to:
- Explain how recent forms of digital marketing work and how they differ in their mechanics and revenue models.
- Understand how data is crucial to the success of digital marketing and how it is used to make better marketing decisions.
- Evaluate different digital marketing campaigns and assess their profitability using data.
- Collect data for and conduct social network analysis (SNA) including interpretation of the results.
- Use different software tools (e.g., Gephi, NodeXL, Tableau) to analyze and visualize data.
The course is taught using a combination of interactive lectures, class discussions, and student presentations.
Your grade is calculated as follows:
- 40% of the final grade is based on the final exam
- 50% of the final grade is based on the SNA project and the Air France case study
- 10% of the final grade is based on performance in class
I am happy to answer your questions so feel free to send me a short email if you would like to talk to me in person. I will also try to be available in the classroom after each class or during the breaks of each class. Please do not expect that I answer long emails with numerous questions to topics of the class! It is usually much more productive to personally meet and discuss your questions.
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