Media Marketing (WiSe 2021/22)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Monday 08:00- 12:00 weekly 11.10.2021- 22.11.2021 Fürstenberghaus, F2
Monday 08:00- 12:00 weekly 11.10.2021- 22.11.2021 Juridicum, JUR 490
Wednesday 16:00- 20:00 weekly 13.10.2021- 24.11.2021 Schloss, S 9


The courses Media Marketing and Entertainment Media Marketing by Professor Hennig-Thurau will be taught in a hybrid format this semester. They will take place in room 006 at the Marketing Center building (Am Stadtgraben 13-15) and be streamed simultaneously via Zoom. In addition, we will make the audio recording and slides for the lectures available for every participating student.

Room 006, which is equipped with air filters, provides space for about 20 students who can attend the lecture in person. All other students can partake digitally via Zoom. The room contains technology which allows full interactions between everyone involved, namely the lecturer, the in-person attendants, and the “digital attendants”.
We will allocate these available seats randomly on a weekly basis among all students interested in attending the lecture in person. Please use the survey we have prepared in the Learnweb course page to indicate whether you want to attend the lecture in person next week. We will make sure that every student can attend the lecture the same number of times as any other student. In each week, we will inform participants who are interested in attending the course in person at least two days in advance whether they can do so.

Further Information on this years procedere can be found in the Learnweb course. 

Contact person: Ronny Behrens, M.Sc.


Note that this module consists of a lecture (Wednesday) and a complementary tutorial (Monday) and takes place in the first term of the winter semester. 

Important: The first tutorial will take place the week after the first lecture!


The lecture will take place on Wednesdays and will be carried out via ZOOM, the respective ZOOM-Links will be shared via Learnweb. The audio of the digital lecture will be captured and provided via learnweb.



The tutorial will take place on Mondays and will be carried out via ZOOM, the respective ZOOM-Links will be shared via Learnweb. No video/audio will be captured.

Further information will be shared in the kick-off tutorial on Monday, October 18th.


Course grade: Final exam (90 min) (100%)
Compulsory assignment: Group work (presentation and written work)
Please register at the examination office for the early examination period.

Credit points: 6 ECTS (BWL PO 2010)

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 password for all materials will be announced in the first lecture. You do not need a password to enroll in the learnweb-course before the first lecture starts.


The module Media Marketing deals with the specifics of media markets and the characteristics of the production and consumption of media products. Further, it discusses the economic and strategic marketing implications for value creation in media markets.

  • Key characteristics of media products
  • Typical structures of media markets (e.g. motion pictures industry, music industry, games industry, publishing industry)
  • Distinguishing features of media markets (e.g. network effects)
  • Characteristics of the production and consumption of media products (e.g. the role of creativity and culture)
  • Fundamental marketing strategies for marketing of media products
  • Typical revenue models in media markets
  • Specific marketing challenges for marketing of media products (e.g. multichannel distribution and piracy)
  • Risk management in the media industry

The aim of this module is that students understand the characteristics of media products and markets and are able to manage marketing activities accordingly.


  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
  • Dr. Ronny Behrens (accompanying)