Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Tuesday | 12/20/22 | 09:00 AM - 12:00 PM | TC.3.21 |
Wednesday | 01/11/23 | 10:00 AM - 01:00 PM | TC.4.01 |
Thursday | 01/12/23 | 10:00 AM - 01:00 PM | D3.0.233 |
Wednesday | 01/18/23 | 09:00 AM - 01:00 PM | TC.4.01 |
Thursday | 01/19/23 | 10:00 AM - 01:00 PM | D3.0.233 |
Wednesday | 01/25/23 | 10:00 AM - 01:00 PM | TC.4.01 |
Thursday | 01/26/23 | 09:00 AM - 01:00 PM | D3.0.233 |
This class covers the most important digital marketing & social media instruments and aims to teach students the skills needed to analyze digital marketing campaigns.
After successful completion of the course, the learned is expected to be able to:
- Use digital marketing jargon and comfortably participate in discussions with digital marketing professionals.
- Explain how digital marketing & social media instruments work and how they are applied.
- Understand how field experiments are designed and set-up in order to make better marketing decisions.
- Understand how data is crucial to the success of digital marketing and know about various biases that come with that data.
- Analyze profitability of digital marketing campaigns.
You need to attend at least 80% of all classes to pass the course, which means effectively that you can miss not more than one lecture.
In the exceptional case that you cannot attend a session because of important reasons (e.g., sick leave, quarantine), you should provide proof of it. In case this would cause you to miss more than 80% of the course, you might contact the lecturer for further instructions.
Note that we reserve the right to change the course format into a remote mode only, should unforeseeable events make that necessary (e.g., pandemic, fire on campus, etc.). The course dates and times would remain as scheduled.
The course uses a combination of case discussions, group projects, and lecture-style sessions.
Grading components:
- Group project: 40%
- Case write-ups: 20%
- Take-home exam: 30%
- In-class participation: 10%
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.
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.
Please do not expect that I answer long emails with numerous questions to topics of the class! It is usually much more productive to personally meet and discuss your questions.
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