1672 Marketing in a Digital World
Assoz.Prof PD Dr. Ulrike Kaiser, Valentin Mang, MSc.
Contact details
Weekly hours
Language of instruction
09/17/20 to 09/24/20
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 10/14/20 02:30 PM - 05:00 PM TC.4.04
Wednesday 10/21/20 02:00 PM - 04:30 PM TC.4.14
Wednesday 11/04/20 02:00 PM - 04:30 PM TC.4.13
Wednesday 11/11/20 03:00 PM - 06:00 PM Online-Einheit
Wednesday 11/18/20 02:30 PM - 05:00 PM Online-Einheit
Wednesday 11/25/20 02:00 PM - 04:30 PM Online-Einheit
Wednesday 12/02/20 02:00 PM - 04:30 PM Online-Einheit
Wednesday 12/09/20 03:00 PM - 05:30 PM Online-Einheit
Wednesday 12/16/20 02:00 PM - 04:00 PM Online-Einheit
Procedure for the course when limited activity on campus

In case of limited campus use this course will be held in the rotation mode. The attendance time of the course is divided between two student groups so that changing student groups are present in the classroom. Each session will be devided into two groups so that we have approx 1.15 hrs per group (for futher information, see seesion plan below). Contents that cannot be covered during the class session will be made available for self-study. Students will be notified about their group prior to the first session (you won't be able to choose your time slot). The kick-off session for the team challenge on 11.11. (15:00-18:00) will be held online.


Developments in digital technologies have changed the marketing landscape substantially. This class will introduce you to the relevant behavioral concepts and technological aspects to better understand the role of the internet, mobile and social media in the marketing mix. In the first three seesion we will discuss concepts, theories and practical cases on the topics digital consumer behavior, inbound and outbound marketing, and branding in the digital age. The second part of the course is dedicated to a practice project in which you will be introduced to serveral software tools (e.g. landing page builder, google analytics, etc.) to solve a real-world challenge. There will also be one guest speaker session. This course is highly interactive and you are expected to actively engage in discussions and group work 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 organizations create and capture value in the digital world. You will have gained knowledge in:

  • how organizations interact and communicate with consumers in the digital context
  • digital outbound marketing (e.g., online ads)
  • digital inbound marketing (e.g., SEO, content marketing)
  • social media marketing and influencer marketing
  • digital marketing analytics and metrics

In addition, you will have practiced your professional skills in marketing software tools (e.g., landing page builder, google analytics) and improved your personal skills in giving and receiving feedback, team work, and writing and presenting in English.

Attendance requirements

Attendance 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 discussions
  • Student presentations
  • Practice challenge (team project)
  • Practice insights (guest talk)

Grading components:

  • Team challenge (35 pts)
  • In-class participation (10 pts)
  • Final exam (55 pts)


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


Availability of lecturer(s)

Please contact us by email if you wish an appointment:

Unit details
Unit Date Contents
1 Unit 1 - 14.10.2020

In case of limited campus use:

Synchronous (Group A: 14.30 - 15.40; Group B: 15.50 - 17.30)

In addition, contents provided for self-study.

Introduction and overview

  • Course organization (course contents, assignments, and grading)
  • Digital consumer behavior
  • Digital brands and 'moments of truth'
2 Unit 2 - 21.10.2020

In case of limited campus use:

Synchronous (Group A: 14 - 15.10, Group B: 15.20 - 16.30)

In addition, contents provided for self-study.

Digital outbound and inbound marketing 1

  • Outbound versus inbound marketing
  • Online advertising
  • Inbound process
  • Overview of inbound tactics
3 Unit 3 - 04.11.2020

In case of limited campus use:

Synchronous (Group A: 14 - 15.10, Group B: 15.20 - 16.30)

In addition, contents provided for self-study.

Digital outbound and inbound marketing 2

  • Content marketing
  • Social media marketing
4 Unit 4 - 11.11.2020

Team challenge part 1: Kick-off session & briefing

Online (15:00-18:00)

5 Unit 5 - 18.11.2020

Team challenge part 2: Landing page creation & search engine optimisation

Synchronous (Group A: 14:30-15:40, Group B: 15:50-17:00)

6 Unit 6 - 25.11.2020

Team challenge part 3: Analytics

Synchronous (Group A 14:00-15:10, Group B 15:20-16:30)

7 Unit 7 - 02.12.2020

Team challenge part 4: Final presentations

Synchronous (Group A 14:00-15:10, Group B 15:20-16:30)

8 Unit 8 - 9.12.2020

Practice Insights

Synchronous (Group A & B tba)

Guest speaker session with Katherina Steiner, Senior Brand Manager at Nestlé (Felix, Cat Snacks & Purina Brand)

9 Unit 9 - 16.12.2020

Final written exam (55 points)

Synchronous (Group A & B tba)

The exam consists of open questions and covers everything. That is, all materials provided for self-study (readings, online tutorial, etc.), contents covered in class (slides and discussion, i.e. pls take notes), and the guest talk (Unit 8). We will provide some sample questions in class so that students know what type of questions to expect.

Last edited: 2020-10-13