1895 Marketing in a Digital World
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
Weekly hours
Language of instruction
09/19/19 to 09/26/19
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 10/15/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 10/22/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 10/29/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 11/05/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 11/12/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 11/19/19 12:30 PM - 03:00 PM D5.1.002
Tuesday 11/26/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 12/03/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 12/10/19 12:30 PM - 03:00 PM TC.4.03
Tuesday 12/17/19 12:30 PM - 02:00 PM TC.0.01 ERSTE

Developments in digital technologies have changed the marketing landscape substanially. This class will introduce you to the relevant business model patterns, behavioral concepts, and technological aspects to better understand the role of the internet, mobile and social media in the marketing mix. We will analyze and discuss practical cases on the topics of digital strategy, innovation and new products develoment, search enginge marketing, social media and influencer marketing, and branding in the digital age. There will be two guest speaker sessions. The course is highly interactive and you are expected to actively participate throughout the semester. Finally, the course is international (with approx 1/3 WU students and 2/3 incoming students), and you will work in international teams with students from different backgrounds.

Learning outcomes

After completing the course you will have gained an understanding of how the digital has changed consumer behaviour, and how organizations create value and capture value in the digital world. You will have gained some knowledge in:

-  digital business model patterns, in particular two-sided markets, crowd-based business models and access-based models.

-  how organizations interact and communicate with consumers in the digital context (e.g., crowdsourcing, online customization, branding in the digital age, etc.)

- outbound marketing  ("push marketing", e.g., online ads, etc.)

- inbound marketing ("pull marketing", e.g. content marketing, search enginge optimization, etc.)

- social media marketing and mobile technologies

In addition, you will have practiced your skills in working in a international team, giving and receiving feedback, case analysis, and 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 talks


  • Team challenges (25%)
  • Individual case reports (20%)
  • In-class participation (10%)
  • Final 45-minutes exam (45%)


  • 91% or more: 1 (excellent)
  • 80% or more: 2 (good)
  • 70% or more: 3 (satisfactory)
  • 60% or more: 4 (sufficient)
  • 59% or less: 5 (fail)



Course reader:

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

+ two case studies

+ 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. $14).

Availability of lecturer(s)

Please contact me by email if you wish an appointment:

Unit details
Unit Date Contents
1 15.10.2019


Course organisation

How digital technologies have changed consumer behaviour

How firms create and capture value in the online environment

2 22.10.2019

The bigger picture

Digital disruptors and novel (digital) business models

Digital media and the marketing-mix

3 29.10.2019

Students' presentations

4 5.11.2019

Outbound marketing

Inbound versus outbound marketing ("push" versus "pull")

Search ads and display ads

5 12.11.2019

Inbound marketing

Attracting customers by creating content and experiences

Transmedia storytelling

Case discussion: The Hunger Games

6 19.11.2019

Branding in the digital age

Listening and interacting with customers online

Case discussion: Introducing iSnack 2.0: The New Vegemite

7 26.11.2019

Mobile technology

The role of the mobile in the user journey, in particular mobile technology and multi-channel marketing, apps, and opportunites for location-based services

8 3.12.2019

Guest speaker session - practice insights

Mag. (FH) Martina Deberni - Regionalmedien Austria GmbH

9 10.12.2019

Guest speaker session - practice insights


10 17.12.2019

Final written exam

Last edited: 2019-09-30