This course focuses on research in the area of interactive marketing & social media, which is typically located at the interface of marketing and information systems. It focuses on radically new technologies in marketing such as real-time bidding & programmatic buying as well as retargeting, customer journey analysis, and search engine advertising.

Upon completion of the course participants will be able to:

1. define a research problem in the area of interactive marketing & social media that is novel, non-trivial to solve, and relevant and outline the contribution of the paper;
2. solve their research questions empirically using large amounts of data (the area of interactive marketing & social media is a big data domain);
   
3. present results at scientific conferences;
4. write-up and polish the paper;
5. manage the review process.

This course benefits from the chance to engage with other PhD students and obtain additional perspectives. A minimum of 80% attendance is hence expected.

1. Preparation and active participation (10%);
2. Quality of own presentations with regard to scientific quality and presentation skills (70%);
3. Quality of contribution in reviewing scientific work (20%).

For this course we have the following scale:

< 60%                                fail (5)

60% bis 69,99%               sufficient (4)

70% bis 79,99%               satisfactory (3)

80% bis 89,99%               good (2)

>= 90%                             excellent (1)

• Admission to doctoral or PhD program
• Topical fit (if in doubt, please contact Prof. Dr. Abou Nabout)

Prof. Dr. Nadia Abou Nabout; nadia.abounabout@wu.ac.at; +43 1 31336 4900