Going Viral(E)

level of course unit

First Cycle

Learning outcomes of course unit

• Students know about the potentials and risks of Social Media as a media channel and are able to integrate it in a corporate communications strategy.
• They know certain factors of success and are able to plan and create own content and push it to a certain viral distribution.

prerequisites and co-requisites

Students should be familiar with different hard- and software to create and distribute Social Media Content.

course contents

• We are going to discuss the phenomenon of different content (video, gif, photo, text) that went viral.
• By analysing several cases we will create a framework of factors which tend to be critical in those cases.
• In a next step small working groups create their own content and try to push it to a certain viral distribution.

recommended or required reading

• Berger, Jonah (latest Ed.): Contagious: Why Things Catch On. Simon & Schuster: New York
• Cundell, Paul (latest ed.): Viral Marketing Made Easy 2018: Skyrocket Sales and Profits Instantly with these proven Viral Marketing Techniques. Independently published
• Scott, David M. (latest Ed.): The New Rules of Marketing and PR. John Wiley & Sons: New Jersey
• Tusche, Cathrin (latest Ed.): Viral Marketing. The Open Web Learning Institute: Nuremberg

assessment methods and criteria

Working on a practical project, presentation of outcomes and written reflection of the whole process

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Presentation, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Peter Dietrich

year of study

1. year of studies

recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

Non applicable

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