The Marketing Center Münster had the pleasure of hosting film and media industry executive Dr. Malte Probst, Chairman of the Board and CEO of Zurich-based production company Swiss Studios, for our latest marketing&media*talk.
Last week, the Marketing Center Münster had the pleasure of welcoming Dr. Florian Kumb, Director Audience and Chief Portfolio Officer at ZDF, for our latest marketing&media*talk.
The Chair for Marketing & Media at the Marketing Center Münster (University of Münster) is looking for several student assistants (6 hours/week) to support the research and teaching activities at our chair from April 1, 2026.
The MCM is excited to announce an exclusive marketing&media*talk with Dr. Florian Kumb, Director Audience and Chief Portfolio Officer at ZDF!
The Audience Directorate overseen by Dr. Kumb serves as a connecting link to ensure that ZDF content reaches its ideal target audience – managing portfolio, planning, and distribution in a data-driven and integrated way. Beynod that, it is responsible for the technical development of distribution platforms to ensure ZDF remains future-proof.
MCM Professor Thorsten Hennig-Thurau is once again included in the 2025 Stanford-Elsevier Ranking of the world’s Top 2% most-cited scholars, published by PLOS.
In Hollywood, the buzz for a new film is usually considered a good predictor of its success at the box office.
But Prof. Thorsten Hennig-Thurau from the MCM's Chair of Marketing & Media along with a team of marketing scholars from Toulouse and Karlsruhe now provide empirical evidence that buzz is actually so much more than just an indicator -- it's also infectious. The authors show that the buzz for a new product causes success by:
In a new article published in the Journal of Retailing (rated “A” by VHB), Professor Thorsten Hennig-Thurau from the Chair of Marketing & Media together with former MCM professor Raoul Kübler (now ESSEC Business School, France) investigate how users of the metaverse communicate with and in immersive digital environments. In their article, they introduce the concept of Spatial Word of Mouth (WOM) as an extension and 3D evolution of traditional electronic WOM alias eWOM for the metaverse age.
With more than 60 attendants, the 26th edition of the Mallen Screen Entertainment Conference was one of the largest in the series’ history. After conferences at University of California at Los Angeles, Yale University, and Yeshiva University New York, the latest edition of the selective event brought together leading entertainment scientists with industry leaders in film and TV at Magdalene College of the University of Cambridge.
In the run-up of the 2024 US presidential election, candidates have spent more than 12 billion dollars on marketing. Whether these investments have been effective and how different elements (e.g., candidates own statements, advertising) interact to shape voter behavior, however, has long been a key under-researched area. For eight years, an international team of researchers has investigated the dynamics of political marketing alongside other factors like polls, media coverage and disinformation. In their study recently published in the Journal of Business Research, MCM scholar Dr.
