Digital Marketing Strategy - Einzelansicht

Schedule:

PLEASE NOTE THAT THE COURSE STARTS ON 29.04.2020 AT 10:15!

Wednesday, 29.04.2020, 10:15 - 11:45 - Project Presentation and Assignments (Zoom Meeting)

Wednesday, 06.05.2020, 10:15 - 11:45 - Fundamentals of Digital Marketing (Zoom Meeting)

Wednesday, 13.05.2020, 10:15 - 11:45 - Best Practices of Social Media Marketing (Zoom Meeting)

Wednesday, 20.05.2020, 10:15 - 11:45 - Submit Short Expose (via Moodle)

Wednesday, 27.05.2020, 10:15 - 11:45 - Academic Coordination (individual Zoom Meeting)

Wednesday, 03.06.2020, 10:15 - 11:45 - Academic Coordination (probably Online Meeting)

Wednesday, 10.06.2020, 10:15 - 11:45 - Mid-Term Presentations (Zoom Meeting)

Wednesday, 17.06.2020, 10:15 - 11:45 - Academic Coordination (individual Zoom Meeting)

Wednesday, 24.06.2020, 10:15 - 11:45 - Academic Coordination (individual Zoom Meeting)

Wednesday, 01.07.2020, 10:15 - 11:45 - Academic Coordination (individual Zoom Meeting)

Wednesday, 08.07.2020, 10:15 - 11:45 - Academic Coordination (individual Zoom Meeting)

Wednesday, 15.07.2020, 10:15 - 11:45 - Final Presentations (Zoom Meeting)

Wednesday, 22.07.2020, 10:15 - 11:45 - Final Presentations (Zoom Meeting)

Wednesday, 29.07.2020, 10:15 - 11:45 - Submit Final Report (via Moodle)

• Tuten, T.L.and Solomon, M.R: Social media marketing. Sage, 2014
• The Beginner's Guide to Social Media, https://moz.com/beginners-guide-to-social-media/
• Example of past student projects: www.uni-potsdam.de/social-media-krasnova/teaching/students-projects.html

• If you want to register for this course,you MUST attend the first session
• Interest in Social Media Marketing and research methods
• This class takes place in English
• Presentations can be held in German or English
• The minimum number of students for this class is [6] students. If this number is not achieved, the course will be canceled

• Short Expose
• Mid-Term Presentation
• Final Presentation (Tentative)
• Final Report

Current developments with the Corona crisis have pushed online communication beyond what it has been before. Being stuck at home, the online world provides a window to participate in social life, go online shopping and receive news updates. As users have been spending more and more time online, especially on Social Media platforms, not-for-profit organizations and campaigns for social projects have been re-dedicating their attention to social media channels. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of digital marketing strategy and the mechanics of online and social media campaigns. As part of this course, students will be expected to perform an in-depth situational analysis for a specific social cause. Building on this, students will be required to develop a social media strategy for their project and implement it as part of the original social media campaign using at least one of social media channels (e.g., Facebook, YouTube, LinkedIn, Blog, Instagram). Development or curation of original ”value”-content is a critical component of this course and may include blog posts, videos, photos, and infographics. However, due to the current lockdown in Germany, students may rely on curated content. The timeline of the course includes mid-term and final presentations, as well as the final project report. Presentations and campaigns are eligible in either English or German.

Because of the current situation due to the Coronavirus, we might offer our course online. If so, we will be sending links to the virtual classroom before each session. Most sessions, when possible, will be live and interactive. Mid-term presentations will also take place online if the on-campus meeting is still not possible. Thus, students should be prepared to present their projects in the virtual classroom. It will be decided later whether we will have final presentations or not, based on the general situation in July. If there will be no final presentations, students have to submit an extended project report instead. This will be communicated with the students during the semester.

• This course is open for all students from different disciplines
• Also, Erasmus students are very welcomed to register in our course