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Undergraduate Seminar (398-0-82)

Topic

Digital Innovation and SMM

Instructors

Matthias Krug

Meeting Info

Northwestern Qatar Room 3-203: Mon, Wed 4:00PM - 5:15PM (AST)

Overview of class

Digital innovation is the use of digital technology to enhance consumer experience, to launch new products, to develop new business models, and ultimately to make the world a better and more convenient place. This course will discuss theory and practice of digital innovation. The course will also provide an overview of the digital marketing ecosystem. Students will explore human factors integral to the design of social media marketing messages in the strategic planning phases. Lectures, interactive discussions, and hands-on projects will revolve around the themes of the roles a wide variety of sources and user-generated contents play in social media marketing, influencer marketing, and digital content marketing. Using a hybrid format of interactive lectures, highly engaged class participation, case studies, breakout sessions, and campaign presentations, students in the course will finish with not only theoretical foundations of diffusion of innovation and digital marketing but also practical foundations of core skills to execute social media marketing campaigns across industries.

Registration Requirements


  • Prerequisites: None

  • Open to Sophomores and above

Enrollment Requirements

Enrollment Requirements: Registration is reserved for sophomore, juniors, and seniors only.