Advanced Seminar Marketing, Strategy & Leadership: Digital Marketing - Social Media Research

What it is about

You learn how social media marketing, consumer behavior and regulation influence each other and which research questions arise from this. In the end you will be able to critically evaluate scientific literature on Social Media Marketing, identify research gaps and formulate and present a well-founded research proposal.

What you will be able to do

• Fundamental knowledge on central topics and approaches of social media marketing
• Methodological know-how for the analysis and evaluation of scientific literature
• Ability to identify and justify research gaps
• Competence to design a research project and write a convincing research proposal
• Skill to communicate scientific results in writing and orally in a clear manner

What the module consists of

• SeminarIntroduction to topics and methodological concepts; discussion and critical engagement with the literature
• GruppenarbeitDevelopment of the research project, literature research and creation of the proposal
• PräsentationPresentation and discussion of the proposed research projects before peers

Teaching method

• VorlesungsinputConveying fundamentals and conceptual approaches
• Interaktive DiskussionenCritical engagement with scientific articles and group exchange
• Gruppenarbeit und CoachingJoint development of the research project and supervision during the working phase
• PräsentationenTraining of oral communication and discussion of one's own research idea