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New Media Marketing: Research (Seminar) - Master BWL


After the successful participation in this module, students are able to understand current theories and methods of new media marketing research. In particular, they are able to apply scientific methods to create novel insights in new media marketing research. Students are able to integrate knowledge and to deal with complexity and limited information. They are able to acquire knowledge and skills independently and to write sound conceptual or empirical research papers. Students can apply their knowledge on scientific methods to any research problem beyond this module. Overall, students are able to conduct research projects in a largely autonomous way and to clearly defend their position towards experts and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply until October 21, 2018 using the seminar application form. Note that incomplete applications will not be processed.

Contact Person: Maximilian Bruder

Course Language: English

Course Material: Will be available on Digicampus

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

Workload: 180 hours

 

Winter Term 2018/2019

Application Deadline: October 21, 2018

First Session: October 26, 2017

Dates & Room:

  • Kick-off: October 26, 2018, 08:15h-11:30h at J 1204
  • Discussion of literature, research questions, and conceptual model: November 8, 2018, 14:00h-17:15h at J 1204
  • Discussion of research design, questionnaire, and data analysis approach: November 23, 2018, 08:15h-11:30h at J 1204
  • Discussion of data analysis: December 20, 2018, 14:00h-17:15h at J 1204
  • Final presentations: January 31, 2018, 14:00h-17:15h at J 1204

Course Contents:

The rise of voice based technologies (e.g., Amazon Echo, Google Home) increases the importance of voice and speech in marketing communications. In this course, students will realize a joint empirical research project on the use of voice and speech in marketing communications and their impact on brand personality perceptions. Students will develop a theoretical model including the development of hypotheses and conduct a lab experiment. In the experiment, students will manipulate different parameters of voice and speech and examine their impact on brand personality perceptions using statistical data analysis methods.