Syllabus

Title
1441 Digital Marketing B
Instructors
Univ.Prof. Dr. Nadia Abou Nabout, Sandra Hösl, M.Sc., Nicolas Konecny, Alexander Reissigl, MSc (WU) BSc (WU), Bettina Wittmann
Contact details
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/05/25 to 09/26/25
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 11/26/25 06:30 PM - 08:00 PM TC.1.01 OeNB
Wednesday 12/03/25 10:00 AM - 01:00 PM D5.0.001
Wednesday 12/10/25 11:00 AM - 02:00 PM TC.1.02
Wednesday 12/17/25 10:00 AM - 01:00 PM D5.0.001
Friday 01/09/26 10:00 AM - 02:00 PM Online-Einheit
Wednesday 01/14/26 10:30 AM - 01:30 PM D5.1.001
Monday 01/19/26 02:30 PM - 06:30 PM TC.4.02
Tuesday 01/20/26 02:00 PM - 06:00 PM TC.3.09
Thursday 01/22/26 02:00 PM - 06:00 PM TC.4.04
Friday 01/23/26 02:00 PM - 06:00 PM TC.4.02
Wednesday 01/28/26 03:00 PM - 04:30 PM TC.1.01 OeNB
Contents

This course provides students with (1) knowledge of cutting-edge research on digital marketing and (2) allows them to learn from seasoned digital marketing professionals on a specific topic of their choice in the skills workshops (see Sonstiges: Skills Workshops). In our theory classes (taught by Nadia), we cover topics such as metrics, search engine advertising, programmatic advertising and targeting, social media and influencer marketing, echo chambers, fake news, and mental health.

Please note that this is an introductory course on digital marketing. While there are many other digital marketing tools out there that could be discussed in a class like this, we cover the most important ones. However, if you understand the basics taught in this class, you should be able to tackle any other digital marketing tool with the knowledge you have obtained.

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. Know about cutting-edge research in the domain. 

  3. Understand how data is crucial to the success of digital marketing and be aware of the various biases associated with that data. 

  4. Analyze the profitability of digital marketing campaigns.

  5. Implement a real-life digital marketing campaign.

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)
Assessment

Workload: The course has 5 ECTS, equivalent to a workload of 125–150 hours, with 22.5 hours allocated to contact hours in the classroom. That means you’ll need to work about 100 hours outside of class. The workload that you can anticipate for each grading component is approximately proportional to the weight that this grading component has for your final grade (i.e., expect a workload of ca. 10 hours for an assignment with a 10% weight).

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

  • 40% exam (covering the entire theory class content)

  • 20% quizzes (4 quizzes each worth 5%)

  • 40% group project (related to skills workshops)

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 (nadia.abounabout@wu.ac.at). We will also try to be available in the classroom after each class or during the breaks.

In general, feel free to reach out with your questions and thoughts. For more in-depth discussions on complex class topics, let's meet in person—it's often more productive than trying to cover everything through long emails, plus it allows other students to join the discussion and stay updated.

Other

Skills Workshops

Four seasoned digital marketing professionals will teach the skills workshops.

Necessary: You will only be taking ONE of these skills workshops. To allocate you to those four skills workshops, we will ask for your preferences at the beginning of the course. The four skills workshops you can choose from are:  

  1. Search engine advertising by Sandra Hösl (Jan 22)

  2. Programmatic advertising by Nicolas Konecny (Jan 20)

  3. Social & influencer marketing by Bettina Wittmann (Jan 19)

  4. Building products by Alexander Reissigl (Jan 23)

Special Needs & Personal Challenges

Special Needs: We recognize that each student brings unique perspectives, skills, and limitations. We strive to create a welcoming environment for everyone. If there is some way we can make the class more accessible to you, please let us know. Please let us know if we do something that makes you feel left out. We will do our best to act on your suggestions. Simple adjustments often improve learning for everyone. 

Personal challenges: We’re committed to making sure that you learn the material in this class. We will make whatever accommodations we can to help you finish your assignments, do well on your projects, and learn and understand the course material. We will not judge or think less of you if you tell us you're having trouble. You never owe us personal information about your health (mental or physical), but you are always welcome to talk to us about things you’re going through. If we can’t help, we often know someone who can.

Last edited: 2025-07-24



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