Syllabus

Title
1821 Digital Marketing & Social Media
Instructors
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
ulrike.kaiser@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/21/21 to 09/30/21
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Special Topics in Marketing Management
Dates
Day Date Time Room
Tuesday 11/02/21 01:00 PM - 03:30 PM TC.5.18
Tuesday 11/09/21 01:00 PM - 03:30 PM D3.0.225
Friday 11/12/21 01:00 PM - 03:30 PM D5.0.002
Tuesday 11/16/21 01:00 PM - 03:30 PM TC.5.18
Tuesday 11/23/21 01:00 PM - 02:30 PM Online-Einheit
Tuesday 11/30/21 01:00 PM - 03:30 PM Online-Einheit
Friday 12/03/21 01:00 PM - 03:30 PM Online-Einheit
Tuesday 12/07/21 01:00 PM - 03:30 PM Online-Einheit
Tuesday 12/14/21 01:00 PM - 03:30 PM Online-Einheit

On this page:

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Contents

This course will introduce you to the foundations of how recent developments in digital technologies have changed the marketing landscape. Important aspects of digital marketing and social media will be covered in theory, and you will be provided with the expertise to apply the theoretical knowledge in practical settings.

The first part of this course will revolve around discussing theories and concepts relating to marketing strategy, digital consumer behaviour, as well as inbound and outbound marketing. In the second part of the course, you will work on a real-world marketing challenge in collaboration with a company.

The practical application of the theoretical contents in the form of case discussions, exercises, and a team challenge in cooperation with industry experts will make this course highly interactive.

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Learning outcomes

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 marketing and know how to design basic experiments
  • Be able to use analytics tools to make sense of data in digital marketing contexts
  • Have gained knowledge about a variety of topical issues around social media that are relevant to marketing
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Attendance requirements

In case on-campus teaching will be possible, this course will be held in hybrid mode. This means, teaching will take place on campus for as many students at a time as safety regulations allow, while there will be a livestream for the rest of students as well as anyone who cannot be on campus due to important personal reasons/the circumstances at the time. To decide which units can be attended on campus by whom, students will be split randomly into two groups that will be on campus in alternate weeks.

Since students will be split randomly into groups (i.e. students' preferences regarding which units they want to attend on campus/online will not be taken into account), all students have to be available for whatever on-campus/online units they are assigned to. To pass the course, at least 80% of the scheduled sessions have to be attended.

In case the number of students in the course allows for all students to be present on campus at the same time (in line with safety regulations), all teaching activities will take place on campus and no livestream will be provided.

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Teaching/learning method(s)

This course will involve a variety of learning formats, including lectures, discussions of practical cases, presentations, as well as a practice project. Students will also learn how to use marketing-related software tools. Each unit will comprise both theoretical contents and interactive, more practically-oriented activities.

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Assessment

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: 50 points
  • Team challenge: 40 points
  • Participation in class: 10 points

Exam: Written exam that comprises all lecture contents.

Practice team challenge: Students will work in groups on a practically-oriented project in collaboration with a company focussing on several digital marketing aspects. Students will get the opportunity to apply theoretical knowledge in practice and use software tools relevant for marketing practice (e.g. website builder).

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 or online and take up to 60 minutes to complete.

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Readings
1 Author: Tuten
Title:

Principles of Marketing for a Digital Age

Publisher: SAGE Publishing
Year: 2020
Recommendation: Reference literature
Type: Book
2 Author: Hanlon
Title:

Digital Marketing: Strategic Planning & Integration

Publisher: SAGE Publishing
Year: 2019
Recommendation: Reference literature
Type: Book
3 Author: Tuten & Solomon
Title:

Social Media Marketing

Publisher: SAGE Publishing
Year: 2020
Recommendation: Reference literature
Type: Book
4 Author: Michael Haenlein, Ertan Anadol, Tyler Farnsworth, Harry Hugo, Jess Hunichen, and Diana Welte
Title:

Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.

Year: 2020
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Journal
5 Author: Li, Larimo, & Leonidou
Title:

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Publisher: Journal of the Academy of Marketing Science
Year: 2020
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Journal
6 Author: Thomke, Stefan
Title:

Building a Culture of Experimentation (Harvard Business Review)

Publisher: Harvard Business School Publishing
Year: 2020
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
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Unit details
Unit Date Contents
1 02.11., 13:00-15:30

Introduction:

  • Marketing challenges in a digital world:
    • Big data & privacy
  • Digital inbound vs. outbound marketing
    • Inbound marketing process
  • Strategy & Planning: Creating a digital marketing plan
2 09.11., 13:00-15:30

Outbound Marketing:

  • Email marketing
  • Display advertising:
    • Key terms: targeting, programmatic advertising
    • Types of display ads
  • Paid Search
3 12.11., 13:00-15:30

Inbound marketing:

  • Content marketing
    • Content marketing as a social media marketing strategy (vs. other strategies)
    • Influencer marketing & affiliate programs
    • Content creation
  • Websites, landing pages, & user experience design
  • SEO
4 16.11., 13:00-15:30

Experimentation & Web Analytics
5 23.11., 13:00-15:30

Exam
6 30.11., 13:00-15:30

Kick-Off Session Team Challenge (topics tba)
7 03.12., 13:00-15:30

Team Challenge:

  • Lecture, group work, & coaching session (topic tba)
8 07.12., 13:00-15:30

Team Challenge:

  • Lecture, group work, & coaching session (topic tba)
9 14.12., 13:00-15:30

Team Challenge Final Presentation
Last edited: 2021-09-15



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