Wirtschaftswissenschaftliche Fakultät


New Media Marketing: Research (Seminar) - Bachelor iBWL

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. Please apply until October 22, 2017 using the seminar application form. Note that incomplete applications will not be processed.

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 2017/2018

Application Deadline: October 22, 2017

First Session: October 25, 2017

Dates & Room:

  • Kick-off: October 25, 2017, 14:00h-17:00h at FW 2102
  • Final presentations: December 13, 2017, 12:30h-18:00h at FW 1207

Course Contents:

Topics for your research papers include:

  • A Comparison between Multichannel and Omnichannel Concepts
  • Drivers of Customer Migration in Omnichannel Retailing
  • Outcomes of Channel Integration
  • The Effect of Touchpoint Design on the Customer Experience
  • Drivers of Extraordinary Customer Experiences
  • Drivers of Customer Channel Adoption
  • Drivers of Customer Channel Loyalty
  • Drivers of Online Content Virality
  • Success Factors of Customer Relationship Management in Online Retailing
  • Success Factors of Referral Marketing