International

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

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Presentation, discussion, group work

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Dr. Peter Dietrich

year of study

1. year of studies

recommended optional program components

None

course unit code

IP_SS

type of course unit

integrated lecture

mode of delivery

Face-to-face

work placement(s)

Non applicable

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