Jonas Steffl M.A.

Jonas Steffl completed his Bachelor's degree in Applied Media Science at the Technical University of Ilmenau. He completed his master's degree in Media Management with a focus on Marketing and Media at the Bauhaus University in Weimar and at the International Business School at Vilnius University in Lithuania with a focus on Marketing Communications and International Business Strategy.

During his master studies, Mr. Steffl worked as a research assistant at the Chair of Media Economics at the Bauhaus-University Weimar. In addition, he completed numerous internships both in a communications agency and in companies, including PR consulting, campaign management and corporate brand development.

In the context of his doctoral project, Mr. Steffl is doing research on "Business Development and Brand Management - a reciprocal relationship". Since the winter semester 2018, Mr. Steffl has been working as a research assistant at the Chair of Marketing and Media.

Research focus: Brand Management, Business Development, Customer Experience

Aktuelle Lehrveranstaltungen

SoSe 2022
Vorlesung: Markenführung und Medienmarken

Vergangene Lehrveranstaltungen

SoSe 2021
Forschungskolloquium: »Markenführung«
Internationales Planspielseminar: Strategisches Marketing »MarkStrat« (online)

WiSe 2020 / 2021
Praxiswerkstatt und Forschungskolloquium: »Marktforschung«
Marktorientiertes Management von Medienunternehmen

SoSe 2020
Forschungskolloquium: »Markenforschung« - Markenführung und Business Development
Internationales Planspielseminar: Strategisches Marketing »MarkStrat« (online)

WiSe 2019 / 2020
Entrepreneurial Marketing
Praxiswerkstatt und Forschungskolloquium: »Marktforschung«

SoSe 2019
Forschungskolloquium: Management der Markenkommunikation – Von der Marktforschung zur Kommunikationskampagne

WiSe 2018/2019
Begleitseminar: Medien-Kommunikation-Gesellschaft
Praxiswerkstatt und Forschungskolloquium: »Marktforschung«

Publikationen

2021

Weber, J., Steffl, J. & Buschow, C. (2021), Plattformen für digitalen Journalismus in Deutschland: Eine Bestandsaufnahme und Typologie der Angebote am Markt. MedienWirtschaft, 18(2), 20–33.

2020

Steffl, J. & Emes, J. (2020), What is Business Development? – Possible Ways Forward in Theory Building, Methods and Future Research, Proceedings of the European Marketing Academy, 11th.

 

Konferenzvorträge

2022

Kerschefski, H., Steffl, J. & Buschow, C. (2022), The Digital Renewal of News Media Brands – An Experimental Study of Tagesschau’s Brand Perception on TikTok. Vortrag im Rahmen der European Media Management Association (emma) Conference 2022, 15-17 Juni 2022, Macromedia University of Applied Sciences, München/Deutschland.

Steffl, J. & Emes, J. (2022), Brand Hype – Introduction, Conceptualization, and Operationalization of a New Brand Construct. Vortrag auf dem Brand Camp 5, 31. März - 02. April, Universität Innsbruck, Obergurgl/Österreich.

2021

Steffl, J. & Emes, J. (2021), How Innovation Types Drive Consumers’ Brand Perception – The Innovation-Brand-Interplay of Tech Giants. Vortrag bei DerMarkentag (online), 16. September 2021, Hochschule Mainz –University of Applied Sciences, Mainz/Deutschland.

2020

Steffl, J. & Emes, J. (2020), What is Business Development? – Possible Ways Forward in Theory Building, Methods and Future Research. Vortrag im Rahmen der European Marketing Academy (EMAC) Regional Conference 2020 (online), 16-19 September 2020, University of Zagreb, Zagreb/Kroatien.

Schäfer, T., Steffl, J., Buschow, C. & Kuchinke, B. A. (2020), Reconstructing Strategies in Media Industries from Trade Press: A Longitudinal Analysis of German Media Companies. Angenommener Vortrag bei der European Media Management Association (emma) Conference 2020, Jönköping University, Jönköping/Schweden.

2019

Steffl, J., Janson, T. & Emes, J. (2019), The Impact of Advertising, Shopping Experience and Consumption Dimensions on Brand Experience. Vortrag im Rahmen der European Marketing Academy (EMAC) Regional Conference 2019, 25-27 September 2019, St. Petersburg State University of Economics, St. Petersburg/Russland.

Steffl, J., Janson, T. & Emes, J. (2019), The Impact of Advertising, Shopping Experience and Consumption Dimensions on Brand Experience – How Media Factors Shape Brand Experience. Vortrag im Rahmen der European Media Management Association (emma) Conference 2019, 5-7 Juni 2019, Cyprus University of Technology (CUT), Limassol/Zypern.