Digital Marketing FT
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Social Media I

level of course unit

second cycle Master

Learning outcomes of course unit

Following the course, students are able to explain the fundamental instruments and methods for the usage of social media in private and professional scenarios. They are aware of the importance of essential instruments and the relevance of information, which can be explored via social media monitoring.

prerequisites and co-requisites

Module WBW

course contents

The development history and characteristics of networks and social media for everyday usage in the private and professional sphere are depicted – from discussion forums and virtual organizational forms to crowdsourcing and user generated content. In addition to company networks and the visualization of added value, blogs, microblogs (Twitter) and social networks are further focal points. These are systematically introduced and examined based on their usability in companies and for communications between organizations and consumers. Aspects of mobile social marketing and social commerce are also developed in this context.

recommended or required reading

- Grabs, A. Bannour, K., & Vogel, E. (2018): Follow me! Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co., 5. Auflage, Rheinwerk Verlag.
- Sterne, J. (2011): Social Media Monitoring - Analyse und Optimierung Ihres Social Media Marketings auf Facebook, Twitter, YouTube und Co. Mitp

assessment methods and criteria

Project work

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

1. year of studies

recommended optional program components

not applicable

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable