Course: Marktforschung (5401-511)

Persons:

• Prof. Dr. Jens Vogelgesang (verantwortlich)

Type of Course:

seminar

In-Class Hours Per Week:

2

Contents:

The seminar outlines and critically examines recent trends in media usage. Their implications for market research and marketing communications are discussed. Students will investigate these challenges relying on desk research. They will present selected readings to fellow students, which will be discussed in class. The specific topics covered include, but are not restricted to media repertoires, network-analytic approaches to media use and non-reactive approaches to measuring media use and media effects. An emphasis will be on theoretical and methodological challenges specifically pertaining to social media. Introductory texts will be provided at the start of the semester.

Literature:

Will be announced in the first session.

Location:

Hohenheim

Remarks:

Lehrveranstaltung Angebot A (Theoretical and Methodological Advances in Market and Media Use Research) findet auf Englisch statt. Lehrveranstaltung Angebot B (Marktforschung & Computational Social Sciences (CSS)) findet auf Deutsch statt.

Module:

• 5401-510 Specialisation: Market Research (compulsory)

eLearning:

Course in ILIAS