Wirtschaftswissenschaftliche Fakultät


New Media Marketing: Research (Seminar) - Bachelor BWL

After the successful participation in this module, students are able to understand essential concepts, theories, and methods of new media marketing research. In particular, they understand how to apply scientific methods to conduct basic research in new media marketing. Students are able to gather, evaluate, and interpret research articles and other relevant information to derive scientific statements, arguments, and hypotheses. They are able to formulate research questions and to write basic research papers. Students can apply their knowledge on scientific methods to any research problem beyond this module. Overall, students are able to apply scientific methods to develop scientific statements and to defend their position towards experts and others.

The number of participants in this seminar is limited; an application is obligatory. To apply for this seminar, you have to join the following group on Digicampus and upload your application there until October 20, 2019. Please note that the Digicampus group is used to manage all seminar applications of the faculty cluster "Strategy & Information". Additional information regarding the faculty cluster's central application process for admission to seminars is available on the cluster's website.

Contact Person: Janina Kleine

Course Language: English

Course Material: Will be available on Digicampus

Type of Examination: Research paper, presentation, active participation (guidelines for a scientific presentation and academic writing)

Requirement: Successful participation in the lecture "New Media Marketing: Principles"

Workload: 180 hours


Winter Term 2019/2020

Application Deadline: October 20, 2019

First Session: October 24, 2019

Dates & Room:

  • Kick-off: October 24, 2019, 14:00h-18:00h at J 2102
  • Appointments with supervisors: November 5, 2019 and November 28, 2019; time slots will be announced during the kick-off meeting
  • Final presentations: January 7, 2020, 09:00h-15:00h at J 1207

Course Contents:

Topics for your research papers include:

  • Conceptualization of Customer Engagement and Differentiation from Related Marketing Constructs
  • The Effect of Customer Experience on Online Customer Engagement
  • The Impact of Customization on the Customer Experience
  • The Impact of Artificial Intelligence on the Customer Experience
  • Consumer Responses to Channel Integration
  • Drivers of Customer Channel Adoption
  • Drivers of Customer Channel Loyalty
  • Drivers of Customer Satisfaction in Retailers’ Concurrent Channels
  • The Impact of Emotions on Consumers’ Competitive Showrooming
  • The Effect of Regulatory Focus on the Effectiveness of Retailer Tactics against Showrooming