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Instructors: Prof. Dr. Oliver Emrich
Event type:
online: Lecture
Displayed in timetable as:
Social Media
Hours per week:
2
Language of instruction:
Englisch
Min. | Max. participants:
- | -
Requirements / organisational issues:
Exam: Written exam (100%)
Contents:
New technologies strongly influence the way companies interact with consumers in digital marketing. Digital marketing refers to new forms of marketing that use digital touchpoints, such as websites, e-mails, search engines, news and video portals, social network sites, blogs, and online games. Participants of this course will learn to know recent changes in consumer behavior and companies’ strategies to respond to these changes and create a higher customer value. Social media (i.e., technologies connecting consumers with each other) are among the most significant drivers of the changes in the marketplace. Students will better understand social mechanisms that influence consumer behavior on the Internet and evaluate the opportunities and threats that arise from computer-mediated communication and distribution activities. Specifically, participants will learn to assess the value of digital marketing and explore new ways of enhancing the customer value through new media. Social media enable not only direct interactions with customers, but also offer new opportunities to distribute information in social networks. This course will give an overview of the impact of information flows in social networks and discuss how companies try to use word-of-mouth mechanisms. Companies receive more information through the Internet than ever before, but often still struggle to use those information effectively. Participants will receive first insights into the management of customer data and the effective use of customer insights through the Internet. To prepare the participants for future positions in management departments, they will learn methods to conduct field research and empirically evaluate potential strategies. The course will include interactive exercises and case studies to practice analytical thinking, creative development and team communication.
Learning goals:
• Understand and evaluate the role of social media and new technologies for digital marketing
• Learn about social mechanisms in networks and psychological theories of consumer behavior in retailing
• Develop theoretical frameworks that enable creative and strategic applications of new technologies
• Discuss opportunities and threats of digital marketing and sustainable management approaches
• Get insights into methods for evaluating the value of new technologies, conducting field research and analyzing customer data
• Develop ideas in teams and practice creativity, coordination and analytical competences
Recommended reading list:
Excerpts from books and scientific articles which will be announced for each chapter of the lecture.
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