International Summer School for Advanced Study

Digital and Social Media Marketing Strategies

in cooperation with the University of Missouri-St. Louis – UMSL / USA

  • HSB LogoIntensive course: 60 hours / one field trip included
  • Course language: English
  • Number of participants: circa 20

Course date

9 July – 3 August 2017

Registration deadline

Deadline of registration: 1st of May 2017

Course language

English

Language level

B2-C2 / Intermediate and advanced level

Credits

4 credit hours - US / 8 credit points-ECTS*
* Please note: These credits can be transferred to your home university/institution. It is recommended to verify with your home university/institution that the grades you earn in Bremen can be applied to your curriculum or course of study.

Syllabus and Faculty

Digital and Social Media Marketing Strategies

Lectures, excursion and assessments 60 hours
Group work, individual preparation and reading 50 hours
Total duration 110 hours
Objectives

Most every business today needs a digital marketing strategy to engage with current customers and attract new. Social networks are becoming an integral part of the marketing mix. Consumers are changing the way they communicate with and research brands. Brands are changing the way they promote and engage with consumers.
We are embracing digital technologies to communicate in ways that were inconceivable just a few short years ago. We have shifted our attention from traditional media marketing to internet, wireless devices, and other digital platforms.
In this course you will assess:

  • the various marketing channels;
  • the importance of establishing a social media strategy;
  • how to create a social media strategy and playbook;
  • understanding your audience;
  • why a brand needs clear rules of engagement;
  • understand the digital trends that are shaping the future;
  • understand campaign attribution;
  • how we define our key performance indicators (KPI’s);
  • learn of the cutting edge digital marketing tools (licensed and free) including Adobe SiteCatalyst, Radian6, Lithium, Alexa, and Hootsuite to name a few.
Contents

Module 1
Digital and Social Media Marketing Strategies

Module 2
Cross-cultural Management and Communication
German language – a short introduction


Module 3
Plant tour Mercedes Benz Bremen

Timetable PDF Download application/pdf
Teaching method Lectures, workshops, project work
Assessment Continuous assessment and final test
Syllabus update/created September 2016: PDF Download application/pdf
Faculty Professor Perry P. Drake
Assistant Teaching Professor of Digital and Social Media Marketing
College of Business Administration
University of Missouri-St. Louis – UMSL / USA
Lecturers for Cross-cultural Management and German Language / Hochschule Bremen

Certificate / transcript of records

At the end of the course a certificate of attendance and transcript of records will be issued to each participant.
Successful participants can earn 4 credit hours - US / 8 credit points-ECTS.

Course participants

Students of economics, business studies, management studies and interested persons. Minimum age 18 years.

Accommodation

For information concerning the accommodation please see "room and board".

Tram and bus ticket

As a participant in the International Summer School on arrival you will receive a ticket for public transport (tram + bus) for the duration of the course. With this ticket you can use all trams and buses within the city of Bremen. For travels on the night trams/buses on the weekend a surcharge of EURO 1 per ride is due.

Additional Information

  • Internet access and e-mail are available to every participant.
  • During the entire stay tutors of the Hochschule Bremen will be available and will take care of participants’ needs.

Activities program

An attractive and colourful leisure program provides participants with ample opportunities to discover Bremen and Germany (in part subject to charge).

  • guided city tour
  • welcome and farewell parties
  • leisure activities
  • excursions and trips

For more information please see "leisure activities".

Insurance

For the duration of your stay in Germany we recommend taking out a health and accident insurance policy as well as a third party insurance. The Hochschule Bremen will not be liable for any costs arising in the case of either sickness or injury.
Summer school fees do not include any insurance coverage.

Insurance
ifk-bremen.de/en/insurance

Course fee*

Digital and Social Media Marketing Strategies
9 July – 3 August EURO 900 Registration

* The course fee includes:

  • information packet with city guide
  • Seminars and lectures
  • Teaching material
  • Program related excursion
  • Ticket for public transport in Bremen (bus+tram)

* The course fee excludes:

  • Travel expenses
  • Accommodation in Bremen
  • Health and liability insurance
  • Board and personal spendings
  • Participation in optional activities

The program may be subject to change.