5793 Digital Marketing Lab
Alexander Kulumbeg, MSc (WU)
Contact details
Weekly hours
Language of instruction
02/15/24 to 02/21/24
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 03/11/24 10:00 AM - 11:30 AM D3.0.233
Wednesday 03/20/24 10:00 AM - 11:30 AM EA.6.032
Wednesday 04/10/24 02:00 PM - 05:00 PM D2.1.491
Wednesday 04/24/24 02:00 PM - 05:00 PM D2.1.491
Wednesday 05/15/24 10:00 AM - 01:00 PM D3.0.233
Wednesday 05/29/24 02:00 PM - 05:00 PM D2.1.491
Wednesday 06/12/24 02:00 PM - 05:00 PM D2.1.491
Thursday 06/20/24 10:00 AM - 01:30 PM TC.3.03
Friday 06/21/24 10:00 AM - 11:45 AM Online-Einheit

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 partner. 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. 

Learning outcomes

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 requirements

Attendance at the student kick-off (March, 11), partner kick-off (March, 20), interim (May, 15), and final presentations (June, 20) are mandatory. Please do not take the course if you can't attend these dates.

In the exceptional case that you cannot attend a mandatory session for important reasons (e.g., sick leave, quarantine), you should provide proof. 

Overall, a minimum of 80% attendance of total class time is needed for passing. This means you can miss 2 of the non-mandatory sessions. 

Teaching/learning method(s)

This course is taught using a combination of: 

  • Group work
  • Coaching sessions
  • Presentations and discussions


The course has 4 ECTS, which translates into a workload of 100 hours, 22 hours of which are contact hours in the classroom. That means that you’ll need to work for about 78 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. 7.5 hours for a case that has a 10% weight for your final grade).

Weights for each grading component used to compute your final grade:

  • Interim pitch (group work, 20%)
  • Final presentation (group work, 40%)
  • Report of learnings (individual work, 20%)
  • Participation and peer evaluations (individual work, 20%)

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

In-Class Participation:

We will record your attendance and participation in class discussions and also conduct short quizzes in class. Your participation is a combination of how often you’ve interacted with our questions and the quality of your comments. You will have multiple opportunities to contribute to in-class discussions.

Overall             Points Grade

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

Prerequisites for participation and waiting lists

This course is designed as a core component for students of WU's Bachelor program specialization (SBWL) "Digital Marketing." Admittance to the SBWL is a prerequisite for participation in the course. For more information on how to obtain admission to the SBWL, visit the program's website.


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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.

Note: Please do not expect that we answer long emails with numerous questions about topics of the class (or questions answered here)! Please always check the Syllabus first or the slides uploaded to Canvas.


Please make sure that you have access to all course materials via Canvas! Also, please monitor your WU email address regularly, as some (additional) information and your questions will be answered via email, now and then. If NOT, please contact us via e-mail!

Last edited: 2024-01-08