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Course Details



Prof. Paul
WIW-5134


New Media Marketing: Case Studies

Lecturer: Prof. Dr. Michael Paul; Maximilian Bruder
Type: Seminar
Exam: Presentation, written assignment
ECTS: 6
Term: Summer
Level: Master
Limitation: An application to attend is necessary.

After the successful participation in this module, students are able to understand current theories, methods, and managerial tools of new media marketing. In particular, they are able to apply research methods and managerial tools to solve case studies and are able to create novel managerial insights in a new media marketing context. Students are able to integrate information and to deal with complexity and limited information. They are able to acquire knowledge, information, and skills independently and to write sound case reports. Students can apply their knowledge on methods and managerial tools to several business problems beyond this module. Overall, students are able to conduct case study projects in a largely autonomous way and to clearly defend their position towards managers, experts, and others on an academic level.


For further information or application procedure please check the module manual and the website of the chair.