Syllabus

Title
5730 Digital Marketing Group B
Instructors
Univ.Prof. Dr. Nadia Abou Nabout
Contact details
nadia.abounabout@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/23/17 to 03/10/17
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Specialization in Business Administration Course II - Service and Digital Marketing
Dates
Day Date Time Room
Tuesday 03/14/17 01:00 PM - 04:00 PM D5.1.001
Tuesday 03/21/17 03:00 PM - 06:00 PM TC.3.11
Tuesday 03/28/17 03:00 PM - 06:00 PM EA.6.032
Tuesday 04/04/17 02:30 PM - 05:30 PM TC.1.02
Wednesday 05/03/17 02:30 PM - 05:30 PM D4.0.133
Tuesday 05/09/17 02:30 PM - 05:30 PM TC.5.27
Tuesday 05/16/17 02:30 PM - 05:30 PM TC.3.11
Tuesday 05/30/17 09:00 AM - 12:00 PM TC.1.02

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Contents
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.
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Learning outcomes

After successful completion of the course, the learned is expected to beable to:

  1. Explain how recent forms of digital marketing work and how they differ in their mechanics and revenue models.
  2. Understand how data is crucial to the success of digital marketing and how it is used to make better marketing decisions.
  3. Evaluate different digital marketing campaigns and assess their profitability using data.
  4. Collect data for and conduct social network analysis (SNA) including interpretation of the results.
  5. Use different software tools (e.g., Gephi, NodeXL, Tableau) to analyze and visualize data.

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Teaching/learning method(s)

The course is taught using a combination of interactive lectures, class discussions, and student presentations.

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Assessment

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
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Availability of lecturer(s)

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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Other


Last edited: 2016-11-14



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