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 21, 2018. 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 2018/2019

Application Deadline: October 21, 2018

First Session: October 25, 2018

Dates & Room:

  • Kick-off: October 25, 2018, 14:00h-18:00h at J 2102
  • Final presentations: December 18, 2018, 10:00h-15:30h at J 2102

Course Contents:

Topics for your research papers include:

  • A Synopsis on Customer Experience: Conceptualization and Distinction from Related Marketing Constructs
  • The Impact of Co-Creation on Customer Experiences
  • The Effect of Touchpoint Design on the Customer Experience
  • Drivers of Customer Migration in Omnichannel Retailing
  • Outcomes of Channel Integration
  • The Impact of Device Type on Consumers’ Purchase Behavior
  • Outcomes of Mobile Device Usage in Retail Stores
  • Determinants of Showrooming
  • Outcomes of Showrooming
  • Preventive Measures by Retailers against Showrooming