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.

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.

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

• Lecturing and in-class discussions
• Case analyses
• Student presentations
• Guest talks

Grading

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

Grades:

• 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)

Please contact me by email if you wish an appointment: ulrike.kaiser@wu.ac.at