Syllabus

Title
2150 Hot Topics: Digital Marketing Simulation
Instructors
Christina Uhl, MSc (WU)
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/16/20 to 09/24/20
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Tuesday 10/13/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 10/20/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 10/27/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 11/03/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 11/10/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 11/17/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 11/24/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 12/01/20 03:30 PM - 06:00 PM Online-Einheit
Tuesday 12/15/20 03:30 PM - 06:00 PM Online-Einheit

Procedure for the course when limited activity on campus

This lecture will be held in distance mode in any case.

Contents

Imagine the following scenario:   
You’ve been hired as the Online Marketing Manager for a company that sells tablet PCs. Along with your team you are responsible for the company’s digital marketing efforts (search engine advertising, email marketing, and landing page optimization). That means you manage a 15,000€ campaign budget!


You don’t need to be afraid as you will not spend that money in the real world. This is all part of a simulation called Simbound – The Digital Marketing Simula-tion (more detail is provided in Section 1.3). This simulation allows you to test different keywords and bidding strategies in search engine advertising (SEA), test different versions of emails to reach out to your existing customer base, and optimize your landing pages. All while you compete against other compa-nies that sell tablet PCs as well.

I myself will be the CMO of the company and you should convince me that you are doing a great job in figuring out how to sell tablet PCs online! The most im-portant question you should answer is what is my business goal and how can I get there?

Learning outcomes

After completing this course, students will be able to

1. calculate the most important online marketing metrics and discuss their advantages and disadvantages,

2. describe how SEA works and optimize a company’s SEA campaigns(campaign structure as well as bidding),

3. describe what A/B testing is and how it can be used to optimize email marketing campaigns as well as landing pages,

4. analyze data from digital marketing campaigns and use that data to make qualified recommendations for improving these campaigns, and

5. effectively communicate digital marketing strategies.

Attendance requirements

Due to Covid-19 this lecture will be held in distance mode.

Teaching/learning method(s)

Phase 1: Before we start the simulation, I will teach you the fundamentals of digital marketing. The classes cover an introduction to digital marketing, search engine advertising (SEA), email marketing, landing page optimization, and a little bit of search engine optimization (SEO). At the end of this phase, we will have a take-home exam.

Phase 2: Now, we can get started with the simulation! We will play 10 rounds overall. Because setting up the campaigns, is much more cumbersome than monitoring and adjusting them, you will get a full week to play round 1 and another full week to analyze the results of round 1. After that you will have 3-5 days for each of the rounds 2-5 and 2 days for each of the rounds 6-10.
In order to get the most out of the simulation and to allow to continuously improve your campaigns, we will have coaching sessions between round 1/2 and 7/8. In those sessions, your group has to present how you will adapt your campaigns in upcoming rounds based on results and data of previews rounds. Additionally, I will give you individual feedback and advice. After round 5, I ask you to present an interim presentation to the whole class. While the coaching sessions will take place without the other teams being present, the interim presentation is intended to take place in a plenary session with the whole class being present. You may exchange your experience and talk about challenges that you encounter during the simulation in that session.  

Phase 3: At the end of the simulation, you will get access to the campaigns and the whole dataset of one of your competitors in order to challenge their strategy in a peer review!

The classes will be streamed and additionally provided as a lecture cast.

In addition, we will have weekly group meetings via Microsoft Teams.
 

Assessment

Your final grade on a 100% scale is calculated as follows:
45% of the final grade is based on the submitted presentations of different papers,
15% of the final grade is based on the peer review presentation (20 min.),
40% of the final grade is based on your rank in the simulation and the effort that you put into it

The transformation of your grade on the 100% scale looks like this:
1: 100% - 90%
2: 89% - 80%
3: 79% - 70%
4: 69% - 60%
5: Below 60%

Last edited: 2020-10-13



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