In case of limited campus use this course will be administered in a rotation mode. The on-campus sessions will be used for the interactive aspects of the course and will take place as scheduled. The attendance time for each session will be divided between two student groups and the time slot for each group can be found under “unit details”. The students are expected to prepare for the interactive on-campus units using materials that will be provided online. The assessment formats and attendance requirements will stay the same. The kick-off session for the team challenge on 11.11. (15:00-18:00) will be held online.

Digital Marketing & Social Media:

This course will cover the most important theories and concepts around digital marketing and social media, and will provide you with the expertise to apply them in practical settings. Due to the ever-growing importance of social media platforms and the fact that they have become an inextricable part of most marketing strategies, social media will be one of the main themes throughout this course. With more data being available to marketers than ever before, special attention will be devoted to data analytics and tools that can be used to make sense of that data.

The practical application of the theoretical contents in the form of case studies, discussions of real-world examples, and a team challenge in cooperation with industry experts will make this course highly interactive. Besides providing you with a toolkit for digital and social media marketing, topical issues around the topic will be covered.

After successfully completing this course, students will:

• Know a wide variety of digital and social media (outbound and inbound) marketing measures
• Be able to understand the process of planning digital marketing strategies
• Understand the importance of experiments (A/B Testing) in digital and social media marketing and know how to design basic experiments
• Be able to use analytics tools to make sense of data in digital marketing contexts
• Know about a variety of topical issues around social media that are relevant to marketing

To pass the course, at least 80% of the scheduled sessions have to be attended.

This course will involve a variety of learning formats, including case studies, group works, and discussions. Students will also learn how to use marketing-related software tools. Each unit will comprise both theoretical contents and practically-oriented activities.

Grading:
The grading scheme is structured as follows:

• Fail: less than 60 points
• Sufficient: 60 points or more
• Satisfactory: 70 points or more
• Good: 80 points or more
• Excellent: 90 points or more

The following number of points can be achieved with each of the performance components:

• Final exam: 55 points
• Team challenge: 35 points
• Participation in class: 10 points

Final exam: Written exam that comprises all lecture contents.

Team challenge: Students will work in groups on a practically-oriented project in cooperation with a company focussing on several digital marketing aspects. Students will get the opportunity to get to know and use digital marketing tools in a practical setting.

Students can earn up to 3 bonus points if they voluntarily participate in a research study series at the Department of Marketing. The studies usually take place in the lab facilities on campus and take up to 60 minutes to complete.

Please contact me by email if you wish an appointment:

valentin.mang@wu.ac.at