Syllabus

Title
1760 Digital Marketing A
Instructors
Univ.Prof. Dr. Nadia Abou Nabout, Mag. Pamela Wagner
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/01/23 to 09/29/23
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Dates
Day Date Time Room
Wednesday 11/29/23 11:00 AM - 01:00 PM TC.4.05
Wednesday 12/06/23 10:00 AM - 01:00 PM TC.5.03
Thursday 12/14/23 10:00 AM - 01:00 PM TC.5.27
Wednesday 12/20/23 10:00 AM - 01:00 PM TC.5.03
Wednesday 01/10/24 10:00 AM - 01:00 PM TC.5.03
Wednesday 01/17/24 10:00 AM - 01:00 PM TC.5.03
Wednesday 01/24/24 10:00 AM - 01:00 PM TC.5.03
Wednesday 01/31/24 10:00 AM - 12:30 PM TC.5.01
Contents

This class covers the most important digital marketing & social media instruments and aims to teach students the skills needed to run and optimize digital marketing campaigns (with the help of AI).

 

Learning outcomes

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 marketers use them.
  3. Understand how data is crucial to the success of digital marketing, and know about various biases that come with that data.
  4. Analyze profitability of digital marketing campaigns.
  5. Get a glimpse of how generative AI changes digital marketing.
Attendance requirements

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.

Teaching/learning method(s)

The course uses a combination of case discussions, group projects, and lecture-style sessions.

Assessment

Workload: The course has 5 ECTS, which translates into a workload of 125–150 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 that you can anticipate for each grading component is approx. proportional to the weight that this grading component has for your final grade (i.e., expect a workload of approx. 10 hours for an assignment that has a 10% weight).

Weights for each grading component (plus links to assignments and group project):

  • Group project: 40%
  • Individual Assignments:
    • Individual Assignment 1: 10%
    • Individual Assignment 2: 20%
    • Individual Assignment 3: 20%
    • Individual Assignment 4: 5%
  • In-class participation: 5%
Readings

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

Availability of lecturer(s)

We are happy to answer your questions, so feel free to send us a short email if you would like to talk to us in person. We will also try to be available in the classroom after each class or during the breaks of each class.

Please do not expect that we answer long emails with numerous questions to topics of the class! It is usually much more productive to personally meet and discuss your questions.

Last edited: 2023-08-24



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