Online and Social Media Marketing

03.11.2021 - 28.02.2022

Weekly Lectures Wednesdays from 10:15 to 11:45

Format: Seminar, mixed format (some appointments in presence, some – online)

Course offered: Winter semester

Description: 

This course sheds light on the SNS marketing phenomenon from a research perspective. Conducting systematic literature reviews, you will dive into one specific SNS marketing topic and become an expert in this field. Potential topics include but are not limited to, influencers, virality, firestorms and advertisement reactions. Engaging with one topic throughout the seminar, you are encouraged to gain a deep understanding of the current status quo of research. Your task will be to implement a systematic literature review in order to present and evaluate your findings. Learning achievements will be presented and you are requested to write a seminar paper. The seminar will be held in English.

Lecturer:

Hannes Krause, Jana Gundlach 

PULS

Social Media Research

25.10.2021 - 14.02.2022

Weekly on Mondays from 16:00 to 20:00

Format: Lecture and Exercise, mixed format (some appointments in presence, some – online)

Course offered: Winter semester

Description:

As the adoption and usage of social applications is on the rise (e.g. Facebook, Airbnb, Twitter, PatientsLikeMe), there is a growing interest in understanding behavior and perceptions of users, as well as the impact of this use on businesses, public sector and society as a whole. Against this background, the goal of this class is to empower students with a set of research approaches and methods that can be used to understand this phenomenon. Among others, course participants will be trained to collect and analyze qualitative and quantitative data that reflects usage patterns and perceptions of users of various social applications. This course may serve as a sound methodological preparation for a master thesis or a seminar at the chair of Business Informatics, esp. Social Media and Society.

Lecturers:

Dr. Antonia Köster, Dr. Olga Abramova

PULS

Advanced Research Methods

05.11.2021 - 18.02.2022

Weekly on Fridays from 12:00 to 16:00

Format: Lecture and Exercise, mixed format (some appointments in presence, some – online)

Course offered: Winter semester

Description: 

As the adoption and usage of social applications is on the rise (e.g. Facebook, Airbnb, Twitter, PatientsLikeMe), there is a growing interest in understanding behavior and perceptions of users, as well as the impact of this use on businesses, public sector and society as a whole. Against this background, the goal of this class is to empower students with a set of research approaches and methods that can be used to understand this phenomenon. Among others, course participants will be trained to collect and analyze qualitative and quantitative data that reflects usage patterns and perceptions of users of various social applications. This course may serve as a sound methodological preparation for a master thesis or a seminar at the chair of Business Informatics, esp. Social Media and Society.

Lecturers:

Prof. Dr. Hanna Krasnova

PULS

Social Media Research Project

02.11.2021 - 15.02.2022 

Weekly on Tuesdays from 12:00 to 16:00

Format: Seminar, mixed format (some appointments in presence, some – online)

Course offered: Winter semester & Summer semester 

Description: 

By rapidly changing the way we communicate, inform ourselves, spend free time, study, work, and consume goods, social media and other digital platforms transform the society that we live in today. The new developments raise questions about their meaning and long-term consequences.

Hence, possible topics will revolve around

1. the motivation to use digital platforms, e.g., social media
2. the use of digital platforms
3. psychological and other outcomes of the use

Depending on the topic, students will conduct literature reviews, qualitative or quantitative studies. Close supervision is offered. Students present their preliminary results in class and submit a written paper at the end of the course. 

Lecturers:  

Prof. Dr. Hanna Krasnova, Margarita Gladkaya

PULS

Social Media Research Seminar

02.11.2021 - 15.02.2022 

Weekly on Tuesdays from 12:00 to 16:00

Format: Seminar, mixed format (some appointments in presence, some – online)

Course offered: Winter semester & Summer semester

Description: 

By rapidly changing the way we communicate, inform ourselves, spend free time, study, work, and consume goods, social media and other digital platforms transform the society that we live in today. The new developments raise questions about their meaning and long-term consequences.

Hence, possible topics will revolve around

1. the motivation to use digital platforms, e.g., social media
2. the use of digital platforms
3. psychological and other outcomes of the use

Depending on the topic, students will conduct literature reviews, qualitative or quantitative studies. Close supervision is offered. Students present their preliminary results in class and submit a written paper at the end of the course. 

Lecturer:

Prof. Dr. Hanna Krasnova, Margarita Gladkaya

PULS

Data Science 

02.11.2021 - 09.02.2022

Weekly Lectures Tuesdays from 10:15 to 11:45

Weekly Exercises Wednesdays from 14:15 to 15:45

Format: Lecture and Exercise online

Course offered: Winter semester

Description:

Data is increasingly seen as a driving force behind many industries, ranging from data-driven start-ups to traditional manufacturing companies. Recent years have been marked by the hype around big data technologies and the implications that go along with it. In response to these developments, data science has become one of the most demanded specializations. Against this background, this class will introduce students to the fundamentals of data science, using Python programming language as a basis.

Lecturers:

Katharina Baum, Dr. Annika Baumann

PULS

Digital Business and Consumer Behavior

14.04.2021 - 21.07.2021

Weekly on Wednesdays from 14:00 to 18:00

Format: Online Seminar

Description: 

This seminar aims to analyze social media consumption as well as financial investments and economic inequality.
The objective is to examine how online platforms can have an impact on the user's behavior.

Possible topics include, but are not limited to:

• The Impact of Online Platforms on User's Economic Inequality Beliefs
• Analyzing App Business Models
• Analyzing Reddit Forum Data "Wallstreetbets"
• Social Media Consumption and Financial Investments
• Social Media Use and Overview on Societal Consequences
   

Students will be asked to get a deep understanding of the topic of their choice, present their findings by giving a presentation and write a seminar paper. The seminar will be held in English. Students can work in groups.

Lecturers:  

Dr. Köster

PULS

Digital Business and Consumer Behavior Project

14.04.2021 - 21.07.2021

Weekly on Wednesdays from 14:00 to 18:00

Format: Online Seminar

Description: 

This seminar aims to analyze social media consumption as well as financial investments and economic inequality.
The objective is to examine how online platforms can have an impact on the user's behavior.

Possible topics include, but are not limited to:

• The Impact of Online Platforms on User's Economic Inequality Beliefs
• Analyzing App Business Models
• Analyzing Reddit Forum Data "Wallstreetbets"
• Social Media Consumption and Financial Investments
• Social Media Use and Overview on Societal Consequences
   

Students will be asked to get a deep understanding of the topic of their choice, present their findings by giving a presentation and write a seminar paper. The seminar will be held in English. Students can work in groups.

Lecturers:  

Dr. Köster

PULS

Emerging Information Systems Topics in the Era of Pandemics

14.04.2021 - 21.07.2021 

Weekly on Wednesdays from 10:00 to 12:00

Format: Online Seminar

Description: 

The world has faced an unprecedented catastrophe in the COVID-19 pandemic. The unusual circumstances created by COVID-19’s rapid spread provide a unique opportunity to study the role of Information Systems and Technology in supporting people through this pandemic and beyond. This seminar considers topics related to the pandemic’s impacts on jobs and work (for both employers and employees), education and educational institutions (including learners and educators), family and home life (including life changes for adults and children), and global society.

Students are required to write a seminar paper following research methods, including literature reviews or studies employing qualitative, quantitative, or mixed methods.

Examples of topics are:

• The role of technology in alleviating the current pandemic
• Using ICT to foster learning, working, and social activities
• Social opportunities and challenges in the era of COVID-19 (e.g., social isolation, well-being, and work-life boundaries and conflicts)
• Consequences of COVID-19 on work, education, or society
• Working from home during lockdowns
• Adjusting to the “new normal”
• Best practices in education, work, and social contexts

Lecturers:  

AbuJarour 

PULS

Social Media and Business Analytics

15.04.2021 - 22.07.2021 

Weekly on Thursdays from 10:00 to 12:00

Format: Online Seminar

Description: 

In our intertwined world, everyone and everything is connected with each other. A theory, commonly known as "Six Degrees of Separation" or "Small World Phenomenon", postulates that every human being in this world is connected to any other person through only very few others. An experiment performed by the psychologist Stanley Milgram in 1967 was able to show that this phenomenon seems to be true indeed. Nowadays, platforms such as Social Media do make it even easier to investigate the underlying social structures with large-scale datasets being readily available. However, networks do not only form the underlying basis in the case of Social Media platforms but they are almost everywhere we look. In the Seminar "Social Network Analysis" students will get to learn some basic underlying graph theory, work with scientific papers using networks to investigate research questions, and work on a network-based project on their own.

Lecturers:  

Dr. Baumann

PULS

Social Media and Business Analytics

10.11.2020 - 09.02.2021 

Weekly on Tuesdays from 14:00 to 18:00

Format: Online Seminar

Description: 

Social Media and in particular social networking sites have gained tremendous popularity in recent years (e.g., Facebook, Instagram, etc.). Significant usage of such sites has recently shaped communication, information retrieval, and the entertainment culture of our society. Facebook alone has over 2.32 billion monthly active users. Against the background of this rapid development, our research investigates its long-term consequences on the society and the individual on behalf of various methodologies. Within this course, we would like to give you the chance to choose and apply one of these yourself.

This seminar/project focuses on conveying four important research methodologies:

• Systematic Literature Review
• Qualitative Data Analysis
• Quantitative Data Analysis
• Big Data Analysis

Students are encouraged to gain a deep understanding of a methodology of their choice, which may be applied within a chosen topic domain. Learning achievements will be presented and students are requested to write a seminar paper. The seminar will be held in English.

Lecturers:  

Dr. Baumann, Gladkaya, Dr. Köster, Prof. Dr. Krasnova

PULS

Online and Social Media Marketing

04.11.2020 - 10.02.2021 

Weekly on Wednesdays from 10:00 to 12:00

Format: Online Seminar

Description: 

Current developments with the Corona crisis have pushed online communication beyond what it has been before. Being stuck at home, the online world provides a window to participate in social life, go online shopping, and receive news updates. As users have been spending more and more time online, especially on Social Media platforms, not-for-profit organizations and campaigns for social projects have been re-dedicating their attention to social media channels. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of digital marketing strategy and the mechanics of online and social media campaigns. As part of this course, students will be expected to perform an in-depth situational analysis for a specific social cause. Building on this, students will be required to develop a social media strategy for their project and implement it as part of the original social media campaign using at least one of social media channels (e.g., Facebook, YouTube, LinkedIn, Blog, Instagram). Development or curation of original “value”-content is a critical component of this course and may include blog posts, videos, photos, and infographics. However, due to the current lockdown in Germany, students may rely on curated content. The timeline of the course includes mid-term and final presentations, as well as the final project report. Presentations and campaigns are eligible in either English or German.

Because of the current situation due to the Coronavirus, we might offer our course online. If so, we will be sending links to the virtual classroom before each session. Most sessions, when possible, will be live and interactive. Mid-term presentations will also take place online if the on-campus meeting is still not possible. Thus, students should be prepared to present their projects in the virtual classroom. It will be decided later whether we will have final presentations or not, based on the general situation in July. If there will be no final presentations, students have to submit an extended project report instead. This will be communicated with the students during the semester.

Lecturer:

AbuJarour 

PULS

Advanced Research Methods

04.11.2020 - 10.02.2021 

Weekly on Wednesdays from 12:00 to 16:00

Format: Online Lecture and Exercise

Description: 

This course offers an overview of advanced research methods and enhances postgraduate students’ knowledge and skills for conducting, analyzing and interpreting research in business administration. Particular focus will be placed upon developing critical thinking, which is an essential part of an investigator. The course focuses upon both qualitative and quantitative techniques. The knowledge gained will be useful for conducting research and as tools for professional practice. Students will be trained to obtain and interpret essential outcomes using appropriate software (e.g., SPSS, SmartPLS). Panorama of the course content:

• Introduction to quantitative and qualitative methods (e.g., theoretical perspectives and approaches)
• Qualitative analytical strategies (e.g., content analysis, grounded theory)
• Statistical inference (e.g., effect sizes, power, confidence intervals, significance testing)
• Psychometrics (e.g., reliability, validity)
• Test of difference (e.g., ANOVA family and higher-order analyses)
• Test of association (e.g., multiple regression, logistic regression)
• Factor analysis
• Structural Equation Modeling with PLS

Lecturers:

Prof. Dr. Hanna Krasnova, Baum, Dr. Abramova, Gladkaya, Gundlach, Krause

PULS

Social Media Research

06.11.2020 - 12.02.2021 

Weekly on Fridays from 12:00 to 16:00

Format: Online Lecture and Exercise

Description:

As the adoption and usage of social applications is on the rise (e.g., Facebook, Airbnb, Twitter, PatientsLikeMe), there is a growing interest in understanding behavior and perceptions of users, as well as the impact of this use on businesses, public sector and society as a whole. Against this background, this class's goal is to empower students with a set of research approaches and methods that can be used to understand this phenomenon. Among others, course participants will be trained to collect and analyze qualitative and quantitative data that reflects usage patterns and perceptions of users of various social applications. This course may serve as sound methodological preparation for a master thesis or a seminar at the chair of Business Informatics, esp. Social Media and Society.

Lecturers:

Prof. Dr. Krasnova, Dr. Abramova

PULS

Social Media Research Project

10.11.2020 - 09.02.2021 

Weekly on Tuesdays from 14:00 to 18:00

Format: Online Project

Description: 

Social Media and in particular social networking sites have gained tremendous popularity in recent years (e.g., Facebook, Instagram, etc.). Significant usage of such sites has recently shaped communication, information retrieval, and the entertainment culture of our society. Facebook alone has over 2.32 billion monthly active users. Against the background of this rapid development, our research investigates its long-term consequences on the society and the individual on behalf of various methodologies. Within this course, we would like to give you the chance to choose and apply one of these yourself.

This seminar/project focuses on conveying four important research methodologies:

• Systematic Literature Review
• Qualitative Data Analysis
• Quantitative Data Analysis
• Big Data Analysis

Students are encouraged to gain a deep understanding of a methodology of their choice, which may be applied within a chosen topic domain. Learning achievements will be presented and students are requested to write a seminar paper. The seminar will be held in English.

Lecturers:  

Dr. Baumann, Gladkaya, Dr. Köster, Prof. Dr. Krasnova

PULS

Experimental Methods in Human-Computer Interaction Research

28.04.2020 - 21.07.2020 

Weekly on Tuesdays from 16:00 to 20:00

Format: Online Seminar

Description:

In this combined lecture and seminar, students will learn how to design and conduct experiments with human subjects in order to answer questions in the area of Human-Computer Interaction. True experiments are still considered the gold standard if causal conclusions are of interest. Hence, experiments are an important research method in many empirical research disciplines and they become also more widely applied, e.g., in A/B testing in companies. Knowledge about and experiences with experiments will be an asset for many different career paths.

The lecture will cover the essential elements of true experiments, different experimental designs, internal and external validity as well as important ethical considerations. Later on, students will have the opportunity to design and conduct an experiment themselves and apply their new knowledge step-by-step.

First session: 28. April 2020 16:15 - 17:15h Zoom Meeting.

IMPORTANT: If you have registered after 30.04.2020 11:30h, please contact me via e-mail (fenne.grosse.deters[at]uni-potsdam.de) to receive the information on how to sign up on Moodle. Thank you.

The rest of the class will consist of:

• Video-lectures posted on moodle
• Quizzes/small tasks on moodle
• Working in groups to design an experiment
• Presentations & live Q&A via Zoom
• If you take this class for credit points/a grade: a seminar paper (Deadline: 31.07.2020)

Lecturer:

Dr. große Deters

PULS

Data Science 

Lecture: 02.05.2020 - 25.07.2020

Weekly on Saturdays from 10:00 to 12:00

Exercise: 06.05.2020 - 22.07.2020

Weekly on Wednesdays from 14:00 to 16:00

Format: Online Lecture and Exercise

Description:

Data is increasingly seen as a driving force behind many industries, ranging from data-driven start-ups to traditional manufacturing companies. Recent years have been marked by the hype around big data technologies and the implications that go along with it. In response to these developments, data science has become one of the most demanded specializations. Against this background, this class will introduce students to the fundamentals of data science, using Python. Specifically, the course will start with a short introduction into Python, covering such topics as syntax, basic data types, assignments and reference semantics, complex data types, functions, control of flow, modules, classes and objects, iPython, and debugging. In the next step, the students will be taught the basics of web scraping using Beautiful Soup library as well as learn to access data via dedicated APIs (Facebook, Twitter). In the follow-up sessions, the capabilities of NumPy, pandas, matplotlib, seaborn, and also Scikit Learn libraries will be explored to empower students with approaches to data analysis and visualization.

Lecturers:

Dr. Evdokimov, Baum

PULS

Online and Social Media Marketing

28.04.2020 - 21.07.2020 

Weekly on Wednesdays from 10:00 to 12:00

Format: Online Lecture and Exercise

Description: 

Over the last decade, Social Media platforms have evolved from being purely hedonic platforms for private use into potent organizational tools used both internally within an organization as well as externally for communication and collaboration with various stakeholders. Internally, embedding Social Media tools within organizations has been linked to enhanced participation and communication, empowering employees with a voice in organizational matters. Externally, Social Media platforms have triggered unprecedented changes in customer relationship management, turning customers into co-creators of company value. Indeed, with 2.32 billion users on Facebook alone, popular Social Media platforms present companies with unique opportunities to connect with their customers, hear their voice, and engage with them on a more personal level. Considering this potential for value, businesses increasingly view social media as a key strategic enabler. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of Social Media management. Hence, the following topics are central for this course:

• Web-Site Usability
• Social Media Marketing
• Social Media Governance
• Content Marketing
• Video Marketing
• Psychology of Social Media Users
• Copywriting
• Social Media Analytics
• Gamification
• Legal Aspects of Online and Social Media Marketing, GDPR

Lecturer:

Prof. Dr. Krasnova 

PULS

Digital Marketing Strategy

29.04.2020 - 22.07.2020 

Weekly on Wednesdays from 10:00 to 12:00

Format: Online Seminar

Description:

Current developments with the Corona crisis have pushed online communication beyond what it has been before. Being stuck at home, the online world provides a window to participate in social life, go online shopping and receive news updates. As users have been spending more and more time online, especially on Social Media platforms, not-for-profit organizations and campaigns for social projects have been re-dedicating their attention to social media channels. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of digital marketing strategy and the mechanics of online and social media campaigns. As part of this course, students will be expected to perform an in-depth situational analysis for a specific social cause. Building on this, students will be required to develop a social media strategy for their project and implement it as part of the original social media campaign using at least one of social media channels (e.g., Facebook, YouTube, LinkedIn, Blog, Instagram). Development or curation of original ”value”-content is a critical component of this course and may include blog posts, videos, photos, and infographics. However, due to the current lockdown in Germany, students may rely on curated content. The timeline of the course includes mid-term and final presentations, as well as the final project report. Presentations and campaigns are eligible in either English or German.

Because of the current situation due to the Coronavirus, we might offer our course online. If so, we will be sending links to the virtual classroom before each session. Most sessions, when possible, will be live and interactive. Mid-term presentations will also take place online if the on-campus meeting is still not possible. Thus, students should be prepared to present their projects in the virtual classroom. It will be decided later whether we will have final presentations or not, based on the general situation in July. If there will be no final presentations, students have to submit an extended project report instead. This will be communicated with the students during the semester.

Lecturer: 

AbuJarour

PULS

Social Media and Business Analytics II

24.04.2020 - 24.07.2020 

Weekly on Fridays from 10:00 to 14:00

Format: Online Seminar

Description: 

A number of social platforms have gained popularity in recent years (e.g., Facebook, Instagram, Airbnb, etc.). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

Possible topics include, but are not limited to:

• AI for Control: Perceived Fairness of Consumer Scoring
• Automation and Trust Repair Strategies
• Chatbots and Service Quality
• Corona Emotions and Effects on Respondent Behavior
• Economic Inequality and Social Media Use
• Goal-Setting and Behavior Change
• Physician Rating Platforms
• Resentment Towards the Rich
• Social Media And Company’s Stock Prices: Walking Hand-In-Hand Or On One's Own?
• Twitter Data And Financial Markets Movements
• Tweets That Beat The Street? A Systematic Literature Review On Whether Tweets Can Predict Stock Behavior
• Digital Discrimination: Investigating The Xenophobic Behavior (incl. Hate Speech) On The Web During The Outbreak Of The Covid-19 Pandemic.
• Fighting Misinformation On Social Media: Empirical Evidence
• Tik Tok On The Clock, But The Party Don't Stop: Exploring The Motives Of Tiktok Use  

Students will be asked to get a deep understanding of the topic of their choice, present their findings by giving a presentation and write a seminar paper. The seminar will be held in English.

Lecturers:  

Dr. Abramova, Dr. Baumann, Dr. Köster, Prof. Dr. Krasnova

PULS

Social Media and Business Analytics Project

24.04.2020 - 24.07.2020 

Weekly on Fridays from 10:00 to 14:00

Format: Online Project

Description: 

A number of social platforms have gained popularity in recent years (e.g., Facebook, Instagram, Airbnb, etc.). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

Possible topics include, but are not limited to:

• AI for Control: Perceived Fairness of Consumer Scoring
• Automation and Trust Repair Strategies
• Chatbots and Service Quality
• Corona Emotions and Effects on Respondent Behavior
• Economic Inequality and Social Media Use
• Goal-Setting and Behavior Change
• Physician Rating Platforms
• Resentment Towards the Rich
• Social Media And Company’s Stock Prices: Walking Hand-In-Hand Or On One's Own?
• Twitter Data And Financial Markets Movements
• Tweets That Beat The Street? A Systematic Literature Review On Whether Tweets Can Predict Stock Behavior
• Digital Discrimination: Investigating The Xenophobic Behavior (incl. Hate Speech) On The Web During The Outbreak Of The Covid-19 Pandemic.
• Fighting Misinformation On Social Media: Empirical Evidence
• Tik Tok On The Clock, But The Party Don't Stop: Exploring The Motives Of Tiktok Use 

Students will be asked to get a deep understanding of the topic of their choice, present their findings by giving a presentation and write a project report . The class will be held in English.

Lecturers:  

Dr. Abramova, Dr. Baumann, Dr. Köster, Prof. Dr. Krasnova

PULS

Social Media Research

Lecture + Tutorial | 2+2 SWS | M.Sc. Wirtschaftsinformatik, BWL

Course Content:

As the adoption and usage of social applications is on the rise (e.g. Facebook, Airbnb, Twitter, PatientsLikeMe), there is a growing interest in understanding behavior and perceptions of users, as well as the impact of this use on businesses, public sector and society as a whole. Against this background, the goal of this class is to empower students with a set of research approaches and methods that can be used to understand this phenomenon. Among others, course participants will be trained to collect and analyze qualitative and quantitative data that reflects usage patterns and perceptions of users of various social applications. This course may serve as a sound methodological preparation for a master thesis or a seminar at the chair of Business Informatics, esp. Social Media and Data Science.

Language: 

English

Schedule: 

Room: 3.06.S27

Mon 21.10 Introduction (Prof. Hanna Krasnova | Olga Abramova)

Mon 28.10 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 04.11 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 11.11 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 18.11 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 25.11 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 02.12 Qualitative Data Analysis Module (Prof. Hanna Krasnova)

Mon 09.12 Data Analysis using R Module (Olga Abramova) - please install R and R studio before the session!

Mon 16.12 Data Analysis using R Module (Olga Abramova)

Mon 06.01 Data Analysis using R Module (Olga Abramova)

Mon 13.01 Data Analysis using R Module (Olga Abramova)

Mon 20.01 Data Analysis using R Module (Olga Abramova)

Mon 27.01 Data Analysis using R Module | Exam Review (Prof. Hanna Krasnova | Olga Abramova)

Mon 03.02 – Exam (90 min)

Lecturers:

Prof. Dr. Hanna Krasnova | Olga Abramova

Assessment:  

In-class assignments

Written Exam: 

First round: (90 minutes) on 03.02.2020 at 14:15 in rooms 3.06.S16 and 3.06.S26

Second round: (90 minutes) on 30.03.2020 at 14:00 in room 3.06.S12

Social Media and Business Analytics

Seminar | 2 SWS | M.Sc. Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft

Course Content: 

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

The main topics of the seminar will be centered around the application of various methods in the area of social media.In general, you will work in groups consisting of two to three people.The aim of each group is to gain expert knowledge with respect to the chosen topic (i.e., method) to be able to present it to your fellow students in the form of a tutorial session consisting of:

• Basis concepts and theory
• A practical example

In addition, we expect students to submit a seminar paper in the end.

Possible topics (i.e., methods) might include:

• Eye-tracking
• Data-scraping
• Content analysis
• Difference in difference
• Structural Equation Modeling
• ANOVA/ANCOVA
• Grounded Theory Methodology 2.0
• Experience sampling
• Topic modeling
• Multilayer Perceptrons (MLPs)
• Convolutional Neural Networks (CNNs)
• Recurrent Neural Networks (RNNs)
• Generative Adversarial Networks (GANs)

Language: 

English 

Schedule: 

Room: 3.06.S12

Dates tba. 

Lecturer:  

Prof. Hanna Krasnova | Dr. Annika Baumann | Margarita Gladkaya | Dr. Antonia Köster 

Assessment:  

Tutorial presentation, Seminar paper 

Social Media Research Project

Seminar + Colloquium | 3 + 1 SWS | for M.Sc. Wirtschaftsinformatik, BWL

Course Content: 

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

The main topics of the seminar will be centered around the application of various methods in the area of social media. In general, you will work in groups consisting of two to three people.The aim of each group is to gain expert knowledge with respect to the chosen topic (i.e., method) to be able to present it to your fellow students in the form of a tutorial session consisting of:

• Basis concepts and theory
• A practical example

In addition, we expect students to submit a seminar paper in the end. Furthermore, students will be expected to write down a blog article(nice example for a blog article).

Possible topics (i.e., methods) might include:

• Eye-tracking
• Data-scraping
• Content analysis
• Difference in difference
• Structural Equation Modeling
• ANOVA/ANCOVA
• Grounded Theory Methodology 2.0
• Experience sampling
• Topic modeling
• Multilayer Perceptrons (MLPs)
• Convolutional Neural Networks (CNNs)
• Recurrent Neural Networks (RNNs)
• Generative Adversarial Networks (GANs)

Language: 

English 

Schedule: 

Room: 3.06.S12

Dates tba. 

Lecturer:  

Prof. Hanna Krasnova | Dr. Annika Baumann | Margarita Gladkaya | Dr. Antonia Köster 

Assessment:  

Tutorial presentation, Seminar paper , Blog article

Online and Social Media Marketing

Seminar | 2 SWS | M.Sc.  Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft

Course Content: 

As consumers spend more and more time on online and especially on Social Media platforms, business and non-for-profit organizations are rededicating their marketing budgets away from traditional TV and radio advertising to social media channels. However, many businesses struggle with their online and Social Media presence. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of online and Social Media Strategy and the mechanics of digital marketing campaigns. As part of this course, students will be expected to perform an in-depth situational analysis for a specific product, company or social cause, including existing weakness, strengths, threats and opportunities. Building on this, students will be required to develop a social media strategy for their industry partner and implement it as part of the original social media campaign using one of social media channels (e.g. Facebook, YouTube, LinkedIn, Blog, Instagram). Development of original “value”-content is a critical component of this course and may include blog posts, videos, photos, and infographics. The timeline of the course includes mid-term and final presentations, as well as the final project report. Presentations and campaigns could be made in either English or German.

Language: 

English

Schedule:

Room: 3.06.H08 

Wednesday, 23.10.2019, 10:15 - 11:45 – Project Presentation and Assignments

Wednesday, 30.10.2019, 10:15 - 11:45 – Fundamentals of Social Media Marketing

Wednesday, 06.11.2019, 10:15 - 11:45 – Best Practices of Social Media Marketing

Wednesday, 13.11.2019, 10:15 - 11:45 – Early Bird Presentation

Wednesday, 20.11.2019, 10:15 - 11:45 – Academic Coordination

Wednesday, 27.11.2019, 10:15 - 11:45 – Academic Coordination

Wednesday, 04.12.2019, 10:15 - 11:45 – Mid-Term Presentation

Wednesday, 11.12.2019, 10:15 - 11:45 – Mid-Term Presentation

Wednesday, 18.12.2019, 10:15 - 11:45 – Academic Coordination

Wednesday, 25.12.2019, 10:15 - 11:45 – Public Holiday

Wednesday, 01.01.2020, 10:15 - 11:45 – Public Holiday

Wednesday, 08.01.2020, 10:15 - 11:45 – Academic Coordination

Wednesday, 15.01.2020, 10:15 - 11:45 – Academic Coordination

Wednesday, 22.01.2020, 10:15 - 11:45 – Final Presentation

Wednesday, 29.01.2020, 10:15 - 11:45 – Final Presentation

Wednesday, 05.02.2020, 10:15 - 11:45 – Submit Final Report 

Lecturer:

Safa’a AbuJarour 

Assessment:  

Early-Bird Presentation, Mid-Term Presentation, Final Presentation, Final Report

Online and Social Media Marketing

Seminar | 4 SWS | M.Sc.  Wirtschaftsinformatik, BWL

Course Content: 

Over the last decade, Social Media platforms have evolved from being purely hedonic platforms for private use into potent organizational tools used both internally within an organization as well as externally for communication and collaboration with various stakeholders. Internally, embedding Social Media tools within organizations has been linked to enhanced participation and communication, empowering employees with a voice in organizational matters. Externally, Social Media platforms have triggered unprecedented changes in customer relationship management, turning customers into co-creators of company value. Indeed, with 2.32 billion users on Facebook alone, popular Social Media platforms present companies with unique opportunities to connect with their customers, hear their voice, and engage with them on a more personal level. Considering this potential for value, businesses increasingly views social media as a key strategic enabler. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of Social Media management. Hence, the following topics are central for this course: 

• Web-Site Usability
• Social Media Marketing
• Social Media Governance
• Content Marketing
• Video Marketing
• Psychology of Social Media Users
• Copywriting
• Social Media Analytics
• Gamification
• Legal Aspects of Online and Social Media Marketing, GDPR

Dates:

Tuesday 09.04.2019 - 16.07.2019 (Room, 3.06.S26)

16.04 12:15 – 15:45 ==> Introduction | Company Assignment

23.04 12:15 – 15:45 ==> Social Media Strategy | SWOT | Social Media Policies

30.04 12:15 – 15:45 ==> Targeting | Customer Personas for Social Media

07.05 12:15 – 15:45 ==> Channel Choice | Hashtags | Influencers

14.05 12:15 – 15:45 ==> Mid-Term Presentation

21.05 12:15 – 15:45 ==> Content Strategy 

28.05 12:15 – 15:45 ==> Content Strategy 

04.06 12:15 – 15:45 ==> Metrics of Social Media Marketing

11.06 12:15 – 15:45 ==> Psychology of Digital Users | Privacy Regulation

18.06 12:15 – 15:45 ==> Usability

25.06 12:15 – 15:45 ==> Usability

02.07 12:15 – 15:45 ==> Gamification

09.07 12:15 – 15:45 ==> Final Presentation: Content Development

16.07 12:15 Room 3.06.S26 ==> Exam (90 Minutes)

2nd exam will take place on 24th of September, 12:00, in Room 3.06.S24

Lecturer:

Prof. Dr. Hanna Krasnova

Assesment:

Written Exam; Development and Presentation of the Online Marketing Campaign.

Methods of Psychology in Information Systems

Seminar | 4 SWS | M.Sc. Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft, Data Science

Course Content: 

In the last years, experiments became more and more widely applied - be it in academic research, A/B testing in companies, or large scale experiments in the public sector. In this seminar, students will be introduced to the essentials of understanding and planning state-of-the-art experimental research. Advantages and disadvantages as well as common pitfalls will be covered extensively. Building on this knowledge three selected empirical studies on online social interaction will be critically discussed in class covering topics on emotional contagion, trolling, and online participation. In the last third of the seminar, a new project will be presented and the focus will be on gaining practical experience. Hence, all students will be asked to run the proposed experiment with a few participants. All data will then be aggregated, analyzed, and discussed in class.

Dates:

Wednesday 16.04.2019 - 16.07.2019 (3.06.S12), 04.06.2019 (3.06.S13)

16.04.2019 16:15-19:45      Lecture

07.05.2019 16:15-19:45      Lecture and Reading

14.05.2019 16:15-19:45      Lecture and Reading

21.05.2019 16:15-19:45      Lecture and Reading

28.05.2019 16:15-19:45      Discussion and Introduction to Empirical Project

04.06.2019 16:15-19:45      Data Collection

25.06.2019 16:15-19:45      Data Analysis and Discussion

02.07.2019 16:15-17:45      Academic Consulting

Lecturer:

Dr. Fenne große Deters

Assesment:

Mid-term- Presentation, Short Essay; Seminar Paper.

Digital Marketing Strategy

Seminar | 2 SWS | M.Sc. Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft

Course Content:

As consumers spend more and more time on online and especially on Social Media platforms, business and non-for-profit organizations are rededicating their marketing budgets away from traditional TV and radio advertising to social media channels. However, many businesses struggle with their online and Social Media presence. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of online and Social Media Strategy and the mechanics of digital marketing campaigns. As part of this course, students will be expected to perform an in-depth situational analysis for a specific product, company or social cause, including existing weakness, strengths, threats and opportunities. Building on this, students will be required to develop a social media strategy for their industry partner and implement it as part of the original social media campaign using one of social media channels (e.g. Facebook, YouTube, LinkedIn, Blog, Instagram). Development of original ”value”-content is a critical component of this course and may include blog posts, videos, photos, and infographics. The timeline of the course includes mid-term and final presentations, as well as the final project report. Presentations and campaigns could be made in either English or German.

Dates: 

Wednesday, 17.04.2019, 10:15 - 11:45 – Project Presentation and Assignments, Room 3.06.H02

Wednesday, 24.04.2019, 10:15 - 11:45 – Fundamentals of Social Media Marketing, Room 3.06.H02

Wednesday, 08.05.2019, 10:15 - 11:45 – Early Bird Presentation, Room 3.06.H02

Wednesday, 15.05.2019, 10:15 - 11:45 – Fundamentals of Social Media Marketing, Room 3.06.H02

Wednesday, 22.05.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 29.05.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 05.06.2019, 10:15 - 11:45 – Mid-Term Presentation, Room 3.06.H02

Wednesday, 12.06.2019, 10:15 - 11:45 – Mid-Term Presentation, Room 3.06.H02

Wednesday, 19.06.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 26.06.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 03.07.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 10.07.2019, 10:15 - 11:45 – Academic Coordination, Room 3.06.H02

Wednesday, 17.07.2019, 10:15 - 11:45 – Final Presentation, Room 3.06.H02

Wednesday, 24.07.2019, 10:15 - 11:45 – Final Presentation, Room 3.06.H02

Wednesday, 31.07.2019, 10:15 - 11:45 – Submit Final Report!

Lecturer: 

Safa'a AbuJarour | Prof. Dr. Hanna Krasnova

Assesment:

Early-Bird-, Mid-Term- and Final Presentation; Final Report

Social Media and Digital Pivacy

Seminar | 2 SWS | M.Sc. Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft, Data Science

Course Content:

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and a steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

Against this background, this seminar focuses on two related research areas:

• (1) User perceptions and behavior on Social Media and
• (2) The value of privacy on Social Media.

Possible topics include, but are not limited to:

•    User Perceptions of Algorithmic Decision Making on Platforms, especially Fairness, Accountability, Transparency
•    Privacy Violations on Platforms, especially De-Anonymization in the Form of Doxing
•    Sentiment Analysis of Consumer Attitudes on YouTube
•    Social Media Content and its Impact on Individual Perceptions and Behavior
•    The Change of Communication Behavior on Social Networking Sites over Time
•    How Machines such as Chatbots Mimic Humans: Systematic literature Review on Mimicing Theories 
•    Corporate Digital Responsibility or Ethics-Washing? Case Studies on how Companies Seek to be Ethical
•    Privacy Concerns: A Means-End Approach

Students will be asked to get a deep understanding of the topic of their choice, present their findings at the mid-term and final presentations and write a final paper. The seminar will be held in English. However, presentations in German are possible.

Room: 

15.04.2019 bis 15.07.2019 (3.06.S12), 08.07.2019 (3.06.S22)

Dates:

Submission of Seminar Paper: 18.08

Lecturer: 

Dr. Annika Baumann |Dr. Antonia Köster | Prof. Dr. Hanna Krasnova

Assesment:

Early-Bird Presentation, Mid-Term Presentation, Final Presentation and Project Report (Final Report) in German or English 

Social Media and Digital Pivacy

Project | 4 SWS | M.Sc. Wirtschaftsinformatik, BWL, MANIA, Verwaltungswissenschaft, Data Science

Course Content:

A number of social platforms have gained popularity in recent years (e.g. Facebook, Instagram, Airbnb, etc). Their breath-taking success manifests itself in millions of user subscriptions, significant time spent on the site, and a steep growth of conducted transactions. Facebook alone has over 2.32 billion monthly active users. By rapidly changing the way we communicate, inform ourselves, spend our free time, learn and buy, these platforms transform the society we live in today. Facing this wave of new developments, many keep asking about the meaning and long-term consequences of these changes.

Against this background, this seminar focuses on two related research areas:

• (1) User perceptions and behavior on Social Media and
• (2) The value of privacy on Social Media.

Possible topics include, but are not limited to:

• ­   User Perceptions of Algorithmic Decision Making on Platforms, especially Fairness, Accountability, Transparency
•    Privacy Violations on Platforms, especially De-Anonymization in the Form of Doxing
•    Sentiment Analysis of Consumer Attitudes on YouTube
• ­   Social Media Content and its Impact on Individual Perceptions and Behavior
•    The Change of Communication Behavior on Social Networking Sites over Time
•    How Machines such as Chatbots Mimic Humans: Systematic literature Review on Mimicing Theories 
•    Corporate Digital Responsibility or Ethics-Washing? Case Studies on how Companies Seek to be Ethical
•    Privacy Concerns: A Means-End Approach

Students will be asked to get a deep understanding of the topic of their choice, present their findings at the mid-term and final presentations and write a final paper. The seminar will be held in English. However, presentations in German are possible.

Room: 

15.04.2019 bis 15.07.2019 (3.06.S12), 08.07.2019 (3.06.S22)

Dates:

Submission of Seminar Paper: 18.08

Lecturer:

Dr. Annika Baumann |Dr. Antonia Köster | Prof. Dr. Hanna Krasnova

Assesment:

Early-Bird Presentation, Mid-Term Presentation, Final Presentation and Project Report (Final Report) in German or English 

Data Science 

Lecture and Tutorial | 4 SWS | M.Sc. Wirtschaftsinformatik, BWL

Course Content:

Data is increasingly seen as a driving force behind many industries, ranging from data-driven start-ups to traditional manufacturing companies. Recent years have been marked by the hype around big data technologies and the implications that go along with it. In response to these developments, data science has become one of the most demanded specializations. Against this background, this class will introduce students to the fundamentals of data science, using Python. Specifically, the course will start with a short introduction into Python, covering such topics as syntax, basic data types, assignments and reference semantics, complex data types, functions, control of flow, modules, classes and objects, iPython, and debugging. In the next step, the students will be taught the basics of web scraping using Beautiful Soup library as well as learn to access data via dedicated APIs (Facebook, Twitter). In the follow-up sessions, the capabilities of NumPy, pandas, matplotlib, seaborn, and also Scikit Learn libraries will be explored to empower students with approaches to data analysis and visualization.

Dates:

Lecture: Saturday 10 - 12 (Room 3.06.S27); 13.04.2019 - 20.07.2019

Tutorial: Wednesday Group 1 12-14 (Room 3.06.S21), Group 2 (Room 3.06.H06); 10.04.2019 - 17.07.2019

Lecturer:

Prof. Dr. Hanna Krasnova | Dr. Sergei Evdokimov 

Assesment:

Written Exam (90 minutes), 17.07 at 12:15, Room 3.06.H06

2nd exam will take place on 23th of September, 12:00, in Room 3.06.S24