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Individual Behavior in the Digital Environment

  • Teacher(s):   T.Schlager  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2021-2022, 4.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Marketing

    Master of Science (MSc) in Management, Orientation Business Analytics

    Master of Law (MLaw) in Law and Economics
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The objectives of this course are to develop a profound understanding of individual (i.e.,consumer) behavior in digital environments and to enable you to craft an effective marketing strategies and tactics for companies operating in such environments.


This course is an introduction to contemporary digital and social media marketing and draws on paradigms from psychology to develop its conceptual foundations. Thus, the focus is on individual behavior in digital environments (e.g., online market places, social media) or digitally enabled environments (e.g., on different devices)

Various characteristics of, as well as patterns of how individuals behave in such environments are discussed. A focus is on new patterns of individual behavior and the derived implications for companies and specifically marketers.

A smaller part of the course will be dedicated to the managerial marketing issues in a digital and social media environment, as well as a focus on data (i.e., methods to explore data).

The course will be accompanied by company contributions and students will conduct a project asking them to develop a specific research question in the domain of digital and social media marketing. This project will be focusing

Important notes:

  • The first part will consist of intensive theory sessions and discussions.
  • The second part of the semester will be focused on discussions concerning the Team project.


This course does not have a required textbook. All required readings, except those related to the Team Project, will be provided via Moodle. Purchase information for required cases will be provided in class.


Write a 2-page statement on why you are excited about this course, including your previous (working) experience in this domain (deadline: 13. 9. no exceptions are made concerning the deadline!).

Due to changes in the sanitary situation related to COVID-19, the study plans may be adapted during the semester.


First attempt

Without exam (cf. terms)  

Team Project (70%), Bonus points in form of quizzes (30%)

Each group of 7 students will spend 1 hour as exam


Without exam (cf. terms)  

Re-work the project and present it during the retake session

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