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New Media Marketing: Case Studies - Master BWL


After the successful participation in this module, students are able to understand current theories, methods, and managerial tools of new media marketing. In particular, they are able to apply research methods and managerial tools to solve case studies and are able to create novel managerial insights in a new media marketing context. Students are able to integrate information and to deal with complexity and limited information. They are able to acquire knowledge, information, and skills independently and to write sound case reports. Students can apply their knowledge on methods and managerial tools to several business problems beyond this module. Overall, students are able to conduct case study projects in a largely autonomous way and to clearly defend their position towards managers, experts, and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply using the seminar application form.

Contact Person: Maximilian Bruder

Course Language: English

Course Material: available at Digicampus

Type of Examination: Case study analysis, presentations, active participation  (guidelines for a business presentation and academic writing)

 Plannet-Logo

Summer Term 2018

Application deadline: April 15, 2018

First Session: April 17, 2018

Dates & Room:

  • Kick-off: April 17, 2018, 17:30h-19:00h at J 1106
  • Case introduction: April 20, 2018, 10:00h-12:00h at J 1204
  • Discussions of case study drafts: Approximately biweekly (dates are determined individually along with students)
  • Interim presentation: May 15, 2018, 17:30h-19:00h at J 1106
  • Final presentations: July 3, 2018 at Plan.Net office in Munich

Course Contents:

The seminar “New Media Marketing: Case Studies” aims to provide you with insights into current business problems related to new media marketing. You will address these problems by analyzing a case of Plan.Net, which is part of the Serviceplan Group - the largest and most diversified owner- and partner-managed agency group in Europe. In the seminar, students will give strategic media planning recommendations for the brand Durex. In detail, this includes a re-briefing, showing that you understood your task, the description of key challenges for Durex in a media context and in general as well as a market and competitor analysis. Based on your results, you will develop target group descriptions and specific campaign goals including a reasonable argumentation and concrete measures. At the end of the term, students will present their results in front of a committee consisting of Plan.Net managers in Munich.