In this course, you will use the knowledge gained in the core courses of our digital marketing specialization and solve actual business problems provided by a company. You will work in teams and apply your skills to real-world marketing challenges or take a sneak peek into our applied research in digital marketing. Overall, the digital marketing lab is designed to stimulate in-class discussion and empower you to work on business and/or applied research problems in a real-world environment. This semester our partner company will be PwC Austria and we will explore marketing use cases in the Metaverse.

This course is designed to offer you the opportunity to develop or strengthen your transfer skills. The aim here is for you to take the skills and knowledge you have acquired in this specialization and translate these into operational marketing plans.

This course will enable you to: 

• Apply your skills to digital and data-driven marketing challenges

• Strengthen your analytical and problem-solving abilities

• Improve your presentation skills

Attendance to the kick off (March, 20), interim (April, 26), and final presentations (May, 31) - which will all take place at external locations - are mandatory. In the exceptional case that you cannot attend a mandatory session because of important reasons (e.g., sick leave, quarantine), you should provide proof of it.  
Overall, a minimum of 80% attendance of total class time is needed for passing.

This course is taught using a combination of: 

• Group work

• Coaching sessions

• Presentations and discussions

Grading of this course is based on the following components:

• Interim pitch (group work, 20%)

• Final presentation (group work, 40%)

• Report of learnings (individual work, 30%)

• Participation and peer evaluations (individual work, 10%)

Note: To successfully pass this course, your weighted final grade needs to exceed 60%.

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You should have prior knowledge of our Digital Marketing specialization, i.e., we recommend having taken courses 1 to 4 of our specialization. Further practical experience with project management, data analytics, or digital marketing, which you might have gained during internships, part-time jobs, or volunteering, are helpful.