Digital Marketing FT
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Social Media II

level of course unit

second cycle, Master

Learning outcomes of course unit

Students are able to apply models, methods and approaches of social media marketing to specific application scenarios in the area of social media. They understand the possibilities of analyzing and evaluating data from (social) networks and are able to initialize, execute and interpret analyses with current software tools.

prerequisites and co-requisites


course contents

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

recommended or required reading

- Easley, D., & Kleinberg, J. (2010): Networks, Crowds, and Markets - Reasoning about a Highly Connected World. Cambridge University Press
- Russel, M. (2011): Mining the Social Web - Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites. O'Reilly

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

Seminar, 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

2. year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable