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Course Details



Prof. Paul
WIW-4721


New Media Marketing: Principles

Lecturer: Prof. Dr. Michael Paul
Type: Lecture
Exam: Written exam
ECTS: 5
Term: Summer
Level: Bachelor
Limitation: An application to attend is necessary.

After the successful participation in this module, students are able to understand essential concepts and theories of new media marketing. In particular, they understand how new media differ from traditional media and from other goods, how different theories can be used to analyze new media marketing phenomena, and how communication and distribution in new media works. Students are able to apply the concepts and theories to analyze simple case examples and research findings in new media marketing. They can apply their knowledge on new media theories to several business and research problems beyond this module. Overall, students are able to analyze and critically evaluate new media marketing phenomena and to explain their ideas to experts and others. Lernziele/Kompetenzen: Upon the successful completion of this module, students understand the implications of the internet for government and society. They are able to discuss the purposeful use of information and communication technology to reinvent the relationship between government and society by making governments more responsive, accessible, transparent, responsible, participatory, efficient, and effective than before. Students are aware of the technical, organizational, legal, and societal challenges of moving public services online and can describe possible strategies and countermeasures. They are also able to discuss the concept and opportunities of digital democracy and are aware of current issues such as digital participation and open data. Finally, students develop group work and presentation skills by addressing a specific problem in Digital Government Management in a group case study.


For further information or application procedure please check the module manual and the website of the chair.