LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Ass.-Prof. Dr. Roland Schroll, MSc Ass.-Prof. Dr. Roland Schroll, MSc, +43 512 507 72502

436263

SE Online-Marken-Communities

SE 2

5

Block

jährlich

Englisch

Students shall learn how the Internet, and social media in particular, have brought forward new business models; how consumers buy, browse and innovate on the Internet; how marketers can analyze and monitor (online) brands with online research techniques; how they can build online brands, and how they can integrate online and offline branding strategies.

History of the Internet and fundamentals of online branding Social Media and Crowdsourcing Online research methods: netnograpyh and videography Online Word-of-mouth Online Communities and Innovation Integrated Communication and Online Communication Budgeting and Tracking your online marketing expenses The next big things...

Individual reflections, group works, online research project, development of screencasts, in-class participation, final group reflection

tba in class

01.10.2013