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, build and improve digital marketing campaigns using state-of-the-art software tools with the aim to make better marketing and business decisions.

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., display advertising, search engine advertising, affiliate marketing, social media
marketing, influencer marketing, funnel 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.

According to WU rules, you have to attend 80% of the sessions in this course.

Due to current circumstances, we can’t hold the lesson on campus all together unfortunately. Therefore a hybrid-model was implemented. Some
classes we can hold at the campus, most have to be a mix of students being in class and students watching from home and a few classes will be held online. Therefore 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.

The course has 4 ECTS, which translates into a workload of 100 hours, 22 hours of which are contact hours in the classroom. That means that you’ll need to work for about 78 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 t o compute your final grade:

● Individual report: 35%
● Group presentation: 30%
● Individual case write-ups: 20% (MedNet: 10%, Ford Fiesta: 10%)
● Exercises: 5%
● 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 and also you will need to check “attendance” in MyLearn. If you don’t click, then this means you haven’t been or won’t be there.

Your in-class participation will be a combination of how often you’ve interacted in class with questions and comments as well as the chat through Zoom, since I am aware that not everyone can speak, but I’m sure everyone can write a comment. You will have multiple opportunities to contribute in talking or writing.

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

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

Compulsory reading/preparation before class:

● Slides
● Case Studies
● Exercises

For details about when to prepare what, see the tentative course schedule!

I am happy to answer your questions so feel free to send me a short email if you would like to talk to me in person. I will also try to be available in the classroom after each class or during the breaks of each class (via zoom).
Please do not expect that I answer long emails with numerous questions to topics of the class or that is answered here! However I’m happy to discuss them in class.

Introduction: Before we meet online (Deadline Oct 4 th, 2021)

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: October 10th, 2021

Frequently Asked Questions (FAQ)

What’s the difference between Case-Write Ups, Case Studies or Case Presentations, Exercises and the Individual Report?
1. Case-Write Ups: This should be written individually by each student and is a case study created by the Harvard Business School. You have to
upload it to MyLearn before it’s due date. For further information please read 2.3.1. Individual Case Write-Ups.

2. Case Studies are used for the Case Presentations and are held twice during the semester (one date for each company). During these cases you
have to select a group (up to 6 peers) at the beginning of the semester and you’ll be matched with one of two real companies - often a startup,
scaleup or SMB. During a kickoff meeting you have 30 minutes to ask questions to the company before starting to work on your presentations. A
few weeks later you’ll pitch your solutions to your lecturer and also to your case-company. You’ll receive honest and real-life feedback to your pitches. For further information please read 2.3.2. Case Presentation in Student Groups.

3. Exercises: I provided a set of exercises for you that you need to do as homework. We will discuss them in class but won’t have the time to do
them all. Feel free to solve more exercises, this will also give you extra points in case you want to have a better grade. All solutions will be
provided at the end of the course.

4. The Individual Report is held instead of a traditional exam. You have to write it individually plus create and upload it within 24 hours. Usually you should be able to finish within 2 hours but it’s up to you how long you take in the end. The Individual Report reflects on everything we cover during the semester and should show your ability to follow instructions, combine taught information and challenge your creativity. Therefore the workflow and instructions of the first part are similar to those of the case studies/presentation, followed by a few calculations. For further information please read 2.2. Individual Report.

When is X due? (Deadlines)
If not communicated differently during class or within an email you have to check the Syllabus. Please always check the PDF-version as this is the most updated one. You can find the due date in the right column of 6. Tentative Course Schedule.

I’m missing class.. is this a problem?
According to WU rules, you have to attend 80% of the sessions in this course. This means you have to attend 7 lessons. You will need to check “attendance” in MyLearn. If you don’t click, then this means you haven’t been or won’t be there. For further information please read 2.1.  Grading.

I will be late for class.. is this a problem?
According to WU rules, you have to attend 80% of the sessions in this course. If you’re late because of another class, exam or because you’re sick then this is fine as long as it won’t affect the flow of the course and it should be the exception not the norm!
You will need to check “attendance” in MyLearn, when you’re participating. If you don’t click, then this means you haven’t been or won’t be there. For further information please read 2.1. Grading.

I forgot to…can you reopen….?
If you forgot to check a checkbox or you have issues during an upload and you don’t communicate this immediately (e.g. right away or within 12 hours after due time) via email, then we can make an exception. After that I’m sorry but you’ve missed your chance.
Please always check the PDF-version of the Syllabus as this is the most updated one. You can find all due dates in the right column of 6. Tentative Course Schedule. Eventually you want to save the dates in your calendar or print the Syllabus page if you’re having a hard time keeping track of your assignments.

How can I receive more in class participation points?
Please check 2.5 In-Class Performance for this information.

When will the grades be uploaded?
We upload grades usually within a few days after each deadline. The final grade is uploaded within 14 days after the due date of the Individual Report. After that your grade is final.

I’m missing X points to improve my grade, is there anything I can do?
If you forgot to check a checkbox or upload a task and you don’t communicate this immediately, then we also can’t make an exception at the end or later during the course. All information and grades are given to you in time.