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Seminar: New Media Marketing: Research (Master) - Details

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New Media Marketing: Research (Master)

General information

Semester WS 2018/19
Home institute Prof. Dr. Michael Paul - Value Based Marketing
Courses type Seminar in category Teaching
First appointment Fri , 26.10.2018 08:15 - 11:30, Room: (J1204)
Hauptunterrichtssprache englisch

Lecturers

Times

Appointments on Friday. 26.10. 08:15 - 11:30, Thursday. 08.11. 14:00 - 17:15, Friday. 23.11. 08:15 - 11:30, Thursday. 20.12., Thursday. 31.01. 14:00 - 17:15

Course location

(J1204)

Fields of study

Comment/Description

The rise of voice based technologies (e.g., Amazon Echo, Google Home) increases the importance of voice and speech in marketing communications. In this course, students will realize a joint empirical research project on the use of voice and speech in marketing communications and their impact on brand personality perceptions. Students will develop a theoretical model including the development of hypotheses and conduct a lab experiment. In the experiment, students will manipulate different parameters of voice and speech and examine their impact on brand personality perceptions using statistical data analysis methods.

attendance

Current number of participants 10