Universität Wien

220049 VO SPEZI: VO SOME A Theories and Practices of Social Media Communication A (2019W)

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

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 10.10. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 17.10. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 24.10. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 31.10. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 07.11. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 14.11. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 21.11. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 28.11. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 05.12. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 12.12. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 09.01. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 16.01. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 23.01. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9
  • Thursday 30.01. 09:45 - 11:15 Hörsaal 31 Hauptgebäude, 1.Stock, Stiege 9

Information

Aims, contents and method of the course

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

TOPICS
* History and development: From World Wide Web to web 2.0 to social media to industry 4.0
* The relevance of social media for science of communication
* Network topologies and characteristics: What makes social media "social"?
* Social media platforms: Facebook, LinkedIn, Instagram, Twitter, Youtube, Pinterst, VK
* Social selling, social recruiting, content marketing: How social media changes marketing, distribution and HR
* The future of social media: Mobility, VR/AR and AI

METHODS
* Lecture-style presentation
* Guest lectures
* Live experiments
* Exercises and group discussions

Assessment and permitted materials

Multiple Choice Exam & optional written exercises (see criteria)

Minimum requirements and assessment criteria

50% correct answers are required for passing the final exam. During the course, participants can volunatrily take part in three written exercises. Each exercise lowers the required percentile by 5%. (3 exercises handed in = 55%)

Examination topics

All the topics we will adress in the lecture (SOME A+B) plus the required readings. (see literature).

As we will conduct a couple of live-exeriments during the lectures, students are expected to read all mandatory books before the final exam.

Reading list

Required readings for the final exam:

* Blanchard, Olivier: Social Media ROI: Messen Sie den Erfolg Ihrer Marketing-Kampagne
* Franck, Georg: Ökonomie der Aufmerksamkeit: Ein Entwurf
* Godin, Seth: Tribes. We Need you to lead us
* Hartmann, Frank: Medien und Kommunikation
* McLuhan, Marshall: Understanding Media: The Extensions of Man
* Pein, Vivian: Der Social Media Manager: Das Handbuch für Ausbildung und Beruf
* Schindler, Marie-Christine / Liller, Tapio: PR im Social Web
* Tapscott, Don / Williams, Anthony: Wikinomics: Die Revolution im Netz
* Vaynerchuk, Gary: Storytelling in sozialen Medien

For additional readings, please take a look at my blog.
https://datenschmutz.net/online-marketing-literatur/

Association in the course directory

Last modified: Mo 07.09.2020 15:21