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:

1. Use digital marketing jargon and comfortably participate in discussions with digital marketing professionals.
2. Explain how digital marketing & social media instruments work and how they are applied.
3. Understand how field experiments are designed and set-up in order to make better marketing decisions.
4. Understand how data is crucial to the success of digital marketing and know about various biases that come with that data.
5. 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.