Universität Wien

220022 VO SPEZI: VO SOME A Theories and Practices of Social Media Communication A (2023S)

3.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
Moodle

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

Language: German

Lecturers

Classes (iCal) - next class is marked with N

Hybrid lecture. (Guest lectures onsite plus live-streams documented in moodle.)

  • Thursday 09.03. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 16.03. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 23.03. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 30.03. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 20.04. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 27.04. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 04.05. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 11.05. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 25.05. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 01.06. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 15.06. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 22.06. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum
  • Thursday 29.06. 09:45 - 11:15 Hörsaal 3 2A211 2.OG UZA II Geo-Zentrum

Information

Aims, contents and method of the course

Overview of the current state of social media: networks, technologies, formats, economic basics and communication strategies.
Please Note: The course will be kept in German.

TOPICS
▪ Social media platforms in the online channel mix
▪ The clover leaf model of online communications
▪ Specifics of social media / social media building blocks
▪ Big data, privacy and the impact of the GDPR
▪ Social media advertising: Trading attention and data in a digital marketplace
▪ Visual social media communication and strategic dramaturgy
▪ Storytelling: The foundation of editorial social media strategies
▪ Platform overview: Instagram, Facebook, TikTok, WhatsApp, Youtube, Amazon, Vimeo, Snapchat, Twitter, Geoservices, Tinder and others.
▪ LinkedIn: personal branding and b2b social networking
▪ A/B testing, social media and neuropsychology
▪ Job description: Social media manager
METHODS:
▪ Livestreams & Chats
▪ Guest lectures
▪ Voluntary exercises

Assessment and permitted materials

Online exam & optional written exercises. Either 10 open questions (5 from A/B each) oder 50 MC questions (25 from A/B each). Details: See criteria.

Minimum requirements and assessment criteria

50 points (total: 100 / 10 per open question or 2 per mc question) are required for passing the final exam. During the course, participants can voluntarily hand in two written exercises. Each exercise counts for 2,5 bonus points. (max. 5 + 5 SOME-B, valid on all four exam dates)

Examination topics

All the topics we will adress in the lecture (SOME A+B) as documented via Moodle. (Recordings, summaries & links unless stated otherwise.)

Reading list

Eine umfassende Literaturliste zur Vorlesung finden Sie auf meinem Blog:
https://datenschmutz.net/online-marketing-literatur/

Die weiterführende Literatur ist nicht prüfungsrelevant.

Association in the course directory

Last modified: Mo 06.03.2023 14:49