New Media Market Communication |
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| Instructors | Prof. Dr. Sadrieh, Marina Schröder |
| Contents | We study the market communication of corporations and non-profit organizations in the “new media.” New media include multi-media websites (e.g. YouTube, flickr, news podcasting websites), online social networks (e.g. classmates, facebook, myspace, orkut), wikis (e.g. Wikipedia, Logopedia, Memory Alpha), blogs (e.g. Huffington Post, TechCrunch, Gizmodo, Mashable, Autoblog), price comparison websites (e.g. Kelkoo, Shopzilla, PriceGrabber, Shopping.com, PriceRunner), opinion and rating websites e.g. Epinions, Yelp, Idealo, Ciao), interactive entertainment websites (e.g. World of Warcraft, Sims, Second Life, iRacing, PokerStars), short messages broadcasts (e.g. SMS, twitter). We analyze the format (e.g. personalized vs. broadcast, open vs. covered), the contents (emotional vs. rational, ad hoc vs. standardized), the timing (pre-launch vs. post-launch, pro-active vs. reactive), and the frequency of new media market communication. |
| Tasks | Participants work in small groups (2-3 students each). Each group first researches to identify a topic consisting of a new media communication phenomenon and an empirical case (or set of cases) that can be used to demonstrate and study the phenomenon. The topics are introduced to the entire group in topic presentations (10 min.) on the Topics Introduction Day. Using the feedback from the topic presentation, each group thoroughly analyzes the topic and prepares a presentation (30 min.) for the Research Presentation Day as well as a short paper (10 pages) for the Paper Submission Day. The analysis should contain a theoretical part (a general description and an economic analysis of the new media communication phenomenon) and a case-study (an empirical analysis of the selected case or set of cases). |
| 1st Meeting | The 1st meeting takes place: 12.10.2010 13-15 Uhr G14-101. We will first give a detailed account of the course, the requirements, and the grading. Then, we will answer any remaining questions, before opening the list of participant for sign-up. You can only sign-up for this seminar at the 1st meeting! |
| 2ed Meeting | The 2nd meeting is the Topics Introduction Day and takes place: 22.11.2010 15-21 Uhr G22A-128 |
| 3rd Meeting | The 3rd meeting is the Research Presentation Day and takes place 17.01.2010 15-21 Uhr G22A-128 |
| Submission | The paper is due on the 24.01.2011 |
| Requirements | Please note, that attending all meetings is mandatory. We suggest you make sure you are available on the meeting dates before hand. |