220016 VO VERBE: VO DIGMAN Management of Digital Media (2021W)

The aim of the lecture is that by the end of the term, the participants should know about the planning, creating and organizing social media and digital offers. The students should know about basic processes and different approaches to the operation of professional electronic media forms. They should be able to critically deal with the tension between cooperation and commerce in a globalized, networked and electronic world.

In 2007 Steve Jobs promised "one more thing" to then introduce the smartphone category with the iPhone. Unlike all the computers used before, the smartphone is not a special calculating machine, but "a measuring device that you can use to make phone calls" (Yvonne Hofstetter, secret: the exhibition magazine). By introducing 'Siri', 'Alexa' and 'Ok, Google' the internet giants of our time brought voice control directly to us.

The possibilities of digital production, distribution and consumption have thus multiplied. The possibilities are vast, as are the dangers. In Digiman we will practice methods of collecting, processing and interpreting data on the basis of concrete use cases and discuss explanatory models for the Internet.

How can you bring peace and order for yourself to this chaos? How do you get an overview and find places from which a planable and measurable development is possible? How can your own channels be tailored to target groups, what should be considered when planning, creating and operating digital offerings? These are the questions we will deal with during the term.

The aim of the course is to give the students an overview of the current social media networks, technologies, media economics fundamentals, formats and communication strategies.

Contents:
* History and origin: From the WWW to Web 2.0 to social media
* Importance of social media for communication science
* VOGUE approach and criteria for observation: how may we descibe and categorize social media?
* Social media platforms and their special features: Facebook, LinkedIn, Instagram, Twitter, Youtube, Pinterest
* Content Marketing, Social Selling, Social Recruiting: How Social Media is changing PR, Marketing, Sales, and HR as well as reorganizing production, distribution and consumption.
* The presence of social media: Mobility, Voice, VR / AR and AI
* The future of social media and digital offerings: methods for innovation management

The lecture program is supplemented by some guest lectures and didactic interventions during the lecture.

Methods:
* Lectures
* Guest lectures
* Exercises and group discussions
* Moodle: course assignments