This class covers the most important digital marketing instruments (i.e., traditional banner advertising, targeted banner advertising, real-time bidding, search engine advertising, affiliate marketing, social media marketing, funnels, influencer marketing and conversion optimization) and aims to teach students the skills needed to analyze and improve digital marketing campaigns using state-of-the-art software tools with the aim to make better marketing and business decisions.

Due to current circumstances, we can’t hold the lesson on campus unfortunately . We will use the software Zoom for our in-class lessons in combination with other tools to make the lessons more interactive. I will use online material that I will provide to you through the e-learning platform (videos, workbooks, checklists etc.). All lessons will be recorded and I’ll ask you to participate as much as possible through asking and answering questions or voting on topics . The more you contribute the more you will learn and the more fun it will be for you too. Please don’t forget to click “attendance” once you’re in class to make sure we can record your availability which will have an impact on your grades.

After successful completion of the course, the learned is expected to be able to:
1. Use digital marketing jargon (i.e., CPC, CPM, CPO, CTR, CR, etc.) and comfortably participate in discussions with digital marketing professionals.
2. Explain how digital marketing instruments work (i.e., traditional banner advertising, targeted banner advertising, real-time bidding, search engine advertising, affiliate
    marketing, social media marketing, influencer marketing, and conversion optimization) and how they differ in their mechanics and revenue models.
3. Understand how data is crucial to the success of digital marketing and know how to use it in order to make better marketing decisions.
4. Analyze digital marketing campaigns and assess their profitability using data.
5. Understanding the relationship between digital marketing channels, the customer journey, and website performance.

You need to attend at least 80% of all classes to pass the course. This means you can be absent one time!

Please make sure that you have access to all course materials via Learn@WU! If NOT, please contact me!

Compulsory reading/preparation before class:
● Slides
● Case Studies
● Exercises
For details about when to prepare what, see the tentative course schedule!

Recommended reading:
As marketing is a fast paced industry, most books are outdated when they launch.
However, there are several books that I read over the years that helped me understand and perform better in digital marketing. Here are a few of my favorites:
● Russell Brunson: Expert Secrets
● Russell Brunson: Dotcom Secrets
● Donald Miller: Building a StoryBrand
● Jonah Berger: Contagious: Why Things Catch On
● Martin Lindstrom: Buyology
● Seth Godin: This Is Marketing
● Gary Vaynerchuk: Crushing It!
● Dr. Robert Cialdini Influence: The Psychology of Persuasion

Last but not least, I would like to invite you to check out our blog at weBOUND marketing and social media channels as we publish new information all the time and you can get to know me already.

The course has 4 ECTS, which translates into a workload of 100 hours, 24 hours of which are contact hours in the classroom. That means that you’ll need to work for about 76 hours outside the classroom. The workload (in hours) that you can anticipate for every grading component is approximately proportional to the weight that each grading component has for your final grade (i.e., expect a workload of approx. 7.5 hours for a case that has a 10% weight for your final grade).

Weights for each grading component used to compute your final grade:
● Final exam: 35%
● Case presentation: 25%
● Case write-ups: 20% (MedNet: 10%, Ford Fiesta: 10%)
● Exercises: 10%
● In-class participation: 10%

According to WU rules, you have to attend 80% of the sessions in this course. In case you can‘t come to class, you don’t have to send me an email since your attendance will be recorded in every session automatically.
I also want to ensure equal contribution of group members to the group work. Thus, a peer assessment will be conducted among group members, which enters into the computation of the individual grades for your group work. This means that the members of a group are required to assess other students regarding their relative contribution.

Overall Points   Grade
90-100               1.0
80-89                 2.0
70-79                 3.0
60-69                 4.0
Below 60           5.0

Introduction: Before we meet online:

Since we can’t meet in person I would like to get to know you better before class starts to make sure the content of our lessons is customized to your knowledge and interest. Therefore I would kindly ask you to fill in this short form that is telling me a bit more about yourself and your experience when it comes to digital marketing.

The more honest and open you talk about it the easier it is for me to help you achieve better knowledge and skills in digital marketing.

Deadline: March 9th, 2021

Tentative Course Schedule:

Week                        Time                 Room                Topic                                                             Student To Do

1 (10. März 2021)    15.00-18.30     online                Introduction to Digital Marketing &             Survey answered
                                                                                   Digital Marketing Metrics &
                                                                                   Revenue Models

2 (17. März 2021)    15.00-18.30     online                Customer Journey, Email Marketing,           MedNet Write-Up
                                                                                   Funnels and Conversion Optimization          Deadline: 16. März, 23.59
                                                                                                                                                        
3 (24. März 2021)    15.00-18.30    online                Social Media Marketing & Advertising        Exercise DM
                                                                                   Guest Lector: CORVIS   Deadline: 23. März, 23.59                                                                    
                                                                                                    
4 (07. April 2021)    15.00-18.30    online                                                                                        Ford Fiesta Write-Up
                                                                                   Search Engine Optimization,                        Deadline: 6. April, 23.59
                                                                                   Search Engine Advertising,
                                                                                   Display Advertising

5 (14. April 2021)    15.00-18.30   online                 Guest Lecturer: Mindshare (Big Data)                            Submission H                                                                                                                                                                                                  & Hawara Presentations                                  Deadline: 13. April, 23.59

6 (21. April 2021)    15.00-18.30   online                Wiener Dirndl Presentations & Individual   Submission W.D.
                                                                                  Report Kickoff                                            Deadline: 20. April, 23.59
                                                                                                                                                      Re-Submission Case 3
                                                                                                                                                      Deadline: 20. April, 23:59
                                                                                                                                                      Individual Report
                                                                                                                                                      Deadline: 22. April (24 hours after kickoff)

7 (5. Mai 2021)       15.00-18.30     online                Wrap up of class                                         Re-Submission Case 4              
                                                                                                                                                      Deadline: 4. Mai. 23:59

Due to current events, we allow ourselves to make changes that will be communicated early enough.