418620 VU Social Media & Online Communication; in News, Marketing and PR

winter semester 2021/2022 | Last update: 28.09.2021 Place course on memo list
VU Social Media & Online Communication; in News, Marketing and PR
VU 2
each semester

After completing this module, students understand the basics of social media and online communication.  They  are  able  to  deal  with  questions  of  public  affairs  and  strategic communication  and  have  practical  media  skills  for  using  online platforms  and  online instruments for communication with different target groups and organisations.

Imparting  of  knowledge  about  the  basics  of  social  media  and  online communication, selected methods of online communication and logics of "user generated content".

Students are gaining practical insights into the digital communication of SOS Children's Villages: How does an international NGO succeed in activating different target groups in the best possible way based on the challenges of the attention economy? We will discuss how sustainable strategies can help to achieve digital communication and sales goals, how to develop a tailored combination of information and emotion and when communication in online channels is reaching its limits. Additionally a deep dive session on digital video production and video campaigns will provide helpful learnings from a practical point of view.
-    Positioning of SOS Children's Villages through digital communication
-    Activation of target groups through digital campaigns (focus on social media)
-    Practical focus: digital video communication

-    Knowledge transfer based on real communication examples
-    Direct application of learned skills in tasks relevant to practice
-    Group work

Group presentation: analysis of media consumption habits of target groups and creation of strategic content funnels along user journeys (attention / information / descision / relationship) for specified NGO projects


Elkington, J. (1997); Cannibals with Forks: Triple Bottom Line of 21st Century Business; Oxford; Capstone Publishing Ltd
Touzé, F. (2020); Implicative Marketing: For a Sustainable Economy; New York; Routledge
Georg Felser (2015); Werbe- und Konsumentenpsychologie; Heidelberg; Springer

"Active master's programme"

The minor “Media Practice” covering 30 ECTS-Credits can be selected by degree students of Master’s programmes at the University of Innsbruck, providing the relevant curriculum allows for the option to pass a minor.

see dates
Group 0
Date Time Location
Fri 2021-10-08
09.00 - 16.45 Aula (Sowi) Aula (Sowi) Barrier-free
Fri 2021-11-05
16.00 - 18.45 HS 2 (Sowi) HS 2 (Sowi) Barrier-free
Fri 2021-11-12
09.00 - 16.45 HS 1 (Sowi) HS 1 (Sowi) Barrier-free
Fri 2021-12-17
09.00 - 16.45 HS 3 (Sowi) HS 3 (Sowi) Barrier-free