Online and Social Media Marketing - Einzelansicht

As Internet and Social Media applications permeate all walks of our everyday life, there is a growing interest in understanding how the potential of these applications can be leveraged at the business level. Tapping into this interest, the goal of this course is to familiarize students with the fundamentals of digital and social media marketing. Covered topics include, but are not limited to:

• Digital Business Models
• Web-Site Usability
• Search Engine Optimization
• Psychology of Online Users
• Social Media Marketing and Strategy
• Web and Social Media Analytics
• Gamification
• Legal Aspects of Online and Social Media Marketing
• Privacy Considerations of Online and Social Media Marketing

Tuten, T.L., Solomon, M.R. Social Media Marketing. Sage, 2014.

Beverly, M. Thompson, T. The power of real-time social media marketing: How to attract and retain customers and grow the bottom line in the globally connected world. McGraw Hill Professional, 2011.

Interest in Online and Social Media marketing. This class is limited to 30 students, and takes place in English. Project presentations can be held in English or in German.

Written Exam; Development and Presentation of the Case Study.