2124 Hot Topics in Digital Marketing
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
Weekly hours
Language of instruction
09/21/18 to 09/27/18
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/15/18 09:30 AM - 12:00 PM TC.4.15
Monday 10/22/18 09:30 AM - 12:00 PM TC.4.15
Monday 10/29/18 09:30 AM - 12:00 PM TC.4.15
Monday 11/05/18 09:30 AM - 12:00 PM TC.4.15
Monday 11/12/18 09:30 AM - 11:30 AM TC.4.15
Tuesday 11/13/18 05:00 PM - 06:30 PM TC.3.01
Monday 11/19/18 09:30 AM - 12:00 PM TC.4.15
Monday 11/26/18 09:30 AM - 12:00 PM TC.4.15
Monday 12/03/18 09:30 AM - 12:00 PM TC.4.15
Monday 12/10/18 09:30 AM - 10:30 AM TC.0.02 Red Bull

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, search enginge 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 firms engage with consumers and build brands in the digital age. You will be familiar with the main outbound and inbound marketing techniques, in particular search enginge marketing, social media and influencer marketing, and mobile technology. You will also have gained some practical insights on the challenges and opportunies of digital business models, in particular two-sided platforms. 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.


Attendance requirements

Attendence is mandatory. You need to attend at least 80% of all classes in order to pass the course.

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

Grading will be based on a total of 100 pts:

  • Team challenges (30 pts)
  • Individual case report (15 pts)
  • In-class participation (10 pts)
  • Final 45-minutes exam (45 pts)


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



Course reader:

Gutpa, Sunil, Davin, Joseph (2015). Digital Marketing, Harvard Business School (Core Curriculum).

+ one case study

+ collection of articles

The course reader and one case study need to be purchases via the HBR website (a link to the course package will be provided in the first session, costs approx. $12).

Last edited: 2018-10-08