6116 Hot Topics in Digital Marketing
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
Weekly hours
Language of instruction
02/22/18 to 02/28/18
Registration via LPIS
Notes to the course
This class is only offered in summer semesters.
Day Date Time Room
Wednesday 04/11/18 02:00 PM - 05:00 PM D2.0.342 Teacher Training Raum
Wednesday 04/18/18 02:00 PM - 05:00 PM TC.1.02
Wednesday 04/25/18 02:00 PM - 05:00 PM TC.4.02
Wednesday 05/02/18 02:00 PM - 05:00 PM TC.4.02
Wednesday 05/09/18 02:00 PM - 05:00 PM TC.4.02
Wednesday 05/16/18 02:00 PM - 05:00 PM TC.4.02
Wednesday 05/23/18 02:00 PM - 05:00 PM TC.4.02
Wednesday 06/06/18 02:00 PM - 04:00 PM TC.3.12

Digital technologies have changed the marketing landscape substanially. This class will introduce you to the relevant concepts and theories to better understand the role of the of the internet, mobile and social media in the marketing mix. We will analyze and discuss practical cases on the topics of digital marketing strategy, omnichanel marketing, social media and influencer marketing, and branding in the digital age. In addition, there is a guest speaker session. The course is highly interactive and you are expected to actively participate throughout the semester.

Learning outcomes

After completing the course you will have gained an understanding of how the digital has changed consumer behaviour and how companies create and capture value in a digital environment. You will be familiar with important concepts and theories relevant to digital marketing, in particular on the topics of digital marketing strategy, online ad campaigns, e-mail marketing, search engine optimization, and social media and influencer marketing. In addition, you will have practiced your skills in case analysis, teamwork, giving and receiving feedback, critical thinking, and your oral and written communication skills in English.


Teaching/learning method(s)
  • Lecturing and in-class discussions
  • Case analyses
  • Student presentations
  • Guest talk

Grading will be based on:

  • Group presenation
  • Case report
  • In-cass participation
  • Final exam


  • 90 pts or more: 1 (excellent)
  • 80 pts or more: 2 (good)
  • 70 pts or more: 3 (satisfactory)
  • 60 pts or more: 4 (sufficient)
  • 59.5 pts or less: 5 (fail)


Last edited: 2018-04-09