Universität Wien FIND
Warning! The directory is not yet complete and will be amended until the beginning of the term.

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

MIXED

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

Friday 15.10. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 22.10. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 29.10. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 05.11. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 12.11. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 19.11. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 26.11. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 03.12. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 10.12. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 17.12. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 07.01. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 14.01. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
Friday 21.01. 11:30 - 13:00 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum

Information

Aims, contents and method of the course

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

Assessment and permitted materials

Multiple choice and free text entry exam & optional exercises (see assessment criteria). The exams will be held on four exam dates. The exam consists of 5 questions.The exam contributes 100% to the grade.

During the semester, students have the opportunity to volunteer four written exercises. Each submitted exercise reduces the percentage required for at least a positive assessment by 5% (3 exercises submitted = 15%).

Minimum requirements and assessment criteria

Examination material is the entire content of the lecture, as well as the specified mandatory literature.

For a positive assessment it is necessary to answer at least 50% of the questions correctly in the exam. During the semester, students have the opportunity to volunteer four written exercises. Each submitted exercise reduces the percentage required for at least a positive assessment by 5% (4 exercises submitted = 20%).

Grade distribution
100.00% 87.00% 1
86.99% 75.00% 2
74.99% 63.00% 3
62.99% 50.00% 4
49.99% 0.00% 5

Examination topics

Examination material is the entire content of the lecture, as well as the specified mandatory literature.

Reading list

Beham, Georg and Reinhard Hübelbauer (Hrsg). EU-Datenschutz-Grundverordnung (EU-DSGVO). Praxiseinführung in 7 Schritten. Wien: Austrian Standards plus GmbH, 2017
Feiler, Lukas and Bernhard Horn. Umsetzung der DSGVO in der Praxis. Fragen, Antworten, Muster. Wien: Verlag Österreich, 2018.
Fukushi, Yu. Informational Diagram Collection. Tokyo: PIE Books, 2009.
Herber, Raimar. Infografik: Gute Geschichten erzählen mit komplexen Daten: Fakten und Zahlen spannend präsentieren! Rheinwerk Design, 2016.
Krug, Steve. Don't Make Me Think! Web & Mobile Usability; Das Intuitive Web ; [revisited]. 3. Aufl., Revisited. ed. 2014.
Lanier, Jason. Who owns the future? London: Penguin Books Ltd, 2014.
Levinson, Jay Conrad. Guerilla Marketing Bible. Das Beste aus 30 Jahren Guerilla Marketing. Zürich: Midas Management, 2016.
Mayer-Schönberger, Cukier, and Kenneth Cukier. Big Data : Die Revolution, Die Unser Leben Verändern Wird. München: Redline, 2013.
Mayer-Schönberger, Viktor, and Thomas Ramge. Das Digital : Markt, Wertschöpfung Und Gerechtigkeit Im Datenkapitalismus. Berlin: Econ, 2017.
Noel, Hayden. Marketing Basics – Konsumverhalten. München: Stiebner Verlag, 2010.
Poynter, Ray. The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers. New York: John Wiley & Sons, 2010.
Raupp, Juliana, and Jens Vogelgesang. Medienresonanzanalyse. Wiesbaden: VS Verlag Für Sozialwissenschaften, 2009.
Schmidt, Eric. New Digital Age. Vintage Verlag, New York: 2013
Rudder, Christian. Inside Big Data. München: Carl Hanser Verlag, 2016.
Schmidt, Eric. New Digital Age. Vintage Verlag, New York: 2013
Sen, Evrim. Social Media Monitoring für Unternehmen: Anforderungen an ein Web-Monitoring verstehen & die richtigen Fragen stellen. Social Media Verlag, 2011.
Siroker, Dan, Pete Koomen, and Cara Harshman. A/B Testing: The Most Powerful Way to Turn Clicks into Customers. New York: John Wiley & Sons, 2013.
Visocky O’Grady, Jenn, and Ken Visocky O’Grady. The Information Design Handbook. Mies: RotoVision SA, 2008.

Association in the course directory

Last modified: Tu 17.05.2022 10:29