418620 VU Social Media & Online Communication

summer semester 2022 | Last update: 16.02.2022 Place course on memo list
VU Social Media & Online Communication
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

-    Wissensvermittlung anhand echter Kommunikationsbeispiele
-    Direkte Anwendung der vermittelten Inhalte in praxisrelevanten Aufgabenstellungen
-    Gruppenarbeiten

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


Hopf, Gregor (2021); Social-Media-Kommunikation entlang der Customer Journey; Wiesbaden; Springer Gabler
Georg Felser (2015); Werbe- und Konsumentenpsychologie; Heidelberg; Springer Elkington, J. (1997); Cannibals with Forks: Triple Bottom Line of 21st Century Business; Oxford; Capstone Publishing Ltd

"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 2022-04-29
14.00 - 18.45 SR 19 (Sowi) SR 19 (Sowi) Barrier-free
Fri 2022-05-06
14.00 - 18.45 SR 3 (Sowi) SR 3 (Sowi) Barrier-free
Fri 2022-05-27
14.00 - 18.45 SR 3 (Sowi) SR 3 (Sowi) Barrier-free
Fri 2022-06-03
14.00 - 18.45 SR 3 (Sowi) SR 3 (Sowi) Barrier-free
Fri 2022-06-10
16.00 - 20.00 SR 19 (Sowi) SR 19 (Sowi) Barrier-free