The notion of consumer interactions in marketing exists since the 1960’ies. Due to digital transformation and interconnectedness, there is a growing interest by companies wishing to connect with their customers and utilize upon their interactions. Thus, a deep understanding of consumer interactions and social influence within social networks play important role in the future of businesses. Therefore, this course deepens students basic understanding of consumer interactions by taking the corporate perspective. Based on recent research students will gain more in-depth knowledge enabling them to discuss consumer interactions and their managerial use from different angles.

After successfully completing this course, students will be able to:

• Understand concept of social media interactions, social networks and network related phenomena, and how these can impact consumer behavior
• Identify and differentiate between different ways to utilize consumer interactions, their potential, and limitations
• Understand how social media interactions can be effectively used enabling students to discuss strategical choices based on empirical findings

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. Your attendance will be recorded in every session.

• Lectures with interactive discussions *
• Reading material

(* Lectures are planned as in-class sessions. However, should circumstances make it necessary, the lecture mode will be adapted to synchronous distance learning.) 

The final grade consists of three weighted components: 

• Case presentations: 50%
• Take-home assignment: 40%     
•       In-class participation: 10%

     The course has 5 ECTS, which translates into a workload of 125 hours, 22,5 hours of which are contact hours in the classroom. That means that you’ll need to work for about 100 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. 10 hours for a case that has a 10% weight for your final grade).

      Overall Points           Grade 

      90 - 100                     1.0
80 - 89                       2.0
70 - 79                       3.0
60 - 69                       4.0
below 60                    5.0

Students should have at least basic knowledge of marketing communication. Practical experience in the areas of e.g. social media marketing, influencer marketing, or community management are advantageous, but not necessary.  

Dr. Ulrike Phieler, Vienna University of Economics and Business (WU), D2.1.554, Welthandelsplatz 1, 1020 Vienna

Email: ulrike.phieler@wu.ac.at, T +43 1 31 336 6139