Wirtschaftswissenschaftliche Fakultät


New Media Marketing: Research (Seminar) - Master iBWL

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 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)

Workload: 180 hours


Winter Term 2017/2018

Application Deadline: October 22, 2017

First Session: October 26, 2017

Dates & Room:

  • Kick-off: October 26, 2017, 14:00h-17:15h at FW 2101
  • Discussion of literature, research questions, and conceptual model: November 8, 2017, 12:15h-15:30h at FW 1204
  • Discussion of research design, questionnaire, and data analysis approach: November 23, 2017, 8:15h-11:30h at FW 2101
  • Final presentations: February 01, 2018, 14:00h-16:30h at FW 1207

Course Contents:

Recent technological developments and the rise of the Internet lead to an increasing morally questionable behavior among consumers, which harms companies, and has potential negative consequences for other consumers. We refer to this phenomenon as consumer free riding, that is, the utilization of services of companies by consumers in both an opportunistic and an ill-mannered way. In this course, students will realize a joint empirical research project that includes (a) developing a conceptual framework that explains the underlying mechanisms of consumer free riding, (b) conducting a survey and analyzing the acquired empirical data, and (c) writing a research paper.