Digital Marketing (SS 2019)
Contact person: Alegra Kaczinski, M.A.
This course takes place at the MCM, room 006 (1st floor).
The course is part of the module ”Seminar Marketing I/II”.
Course grade: 15-pages seminar work (70%) | Presentation (30%)
Please register at the examination office for the early examination period.
Credit points: 12 ECTS (BWL PO 2010)
Applications for the seminar are to be made via the general MCM application process for seminars.
During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.
The seminar focuses on the dramatic challenges that the rise of digital and social media
bring for marketing. It uses the ”pinball” framework of new media developed by Hennig-
Thurau et al. (2010) which stresses the active and networked role of customers and their
impact on value creation.
The seminar will provide insights into current academic research in the relevant areas
and prepare you for the new business environment you are about to enter and that is
rarely accounted for in textbooks yet. The seminar focuses on changes and trends in
consumer behavior that result from the pinball framework and the consequences that the
framework has for companies’ marketing strategies. With regard to consumer behavior,
specific topics include user-generated content (e.g., YouTube), digital consumer
articulation (electronic word-of-mouth), social articulation and commerce (via Facebook
and Twitter), customers as retailers (e.g., Amazon Marketplace, Ebay), and social network
sites (e.g., Facebook, Google+). Company-related topics that study the impact of the
digital media flipper address various aspects of value creation, such as innovation,
customer service, distribution, decision support, CRM, and brand management.
- Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)