Timo Janson successfully completed his bachelor’s degree in communication & multimedia management at the University of Applied Sciences Düsseldorf with a focus on communication management, public relations, marketing and website design. For his master’s degree in media management with a focus on media & marketing and media economics he transferred to Bauhaus-University Weimar.
During his time at university, he was a working student in a media agency and completed several internships. At the end of his master’s degree Timo Janson worked as an intern at Universal Music Germany in Berlin, where he was trained in the field of digital marketing & analytics using data from Spotify and VEVO.
In various term papers, his bachelor's and master's thesis, he addressed different aspects of branding & marketing music. In his dissertation with the working title ”Brand management in the context of the digital transformation of the music industry” at the Faculty of Media he will continue his research in this field.
Timo Janson is working at the Chair for Marketing and Media Research as a research associate since June 2017.
Reseach Topics
- Brand Management
- Brand Experience
- Customer Journey
- Consumer Behavior
Dissertation
In my dissertation with the working title "Brand Management in the Context of the Digitalization of the Music Industry" I examine the process of artist branding in the modern music industry.
In this context, the music industry does not only include the market for music recordings, but also all complementary markets of the music industry in total (e.g. live entertainment) that are involved in the process of artist brand development. Next to a deeper understanding of motives for music consumption via modern recorded music media such as music and video streaming, the brand experience of different touchpoints such as concerts and social media are examined according to their potential in branding music artists.
Current Lectures:
winter 2021 / 2022
Seminar: »Multivariate Data Analytics«
Workshop and Research Colloquium: »Market research«
Past Lectures:
summer 2021
Research Colloquium: »Brand Management«
International strategic marketing simulation »MarkStrat« (online)
winter 2020 / 2021
Seminar: »Multivariate Data Analytics«
Workshop and Research Colloquium: »Market research«
summer 2020
Research Colloquium: »Brand Management«
International strategic marketing simulation »MarkStrat« (online)
winter 2019/2020
Seminar: »Multivariate Data Analytics«
Workshop and Research Colloquium: »Market research«
summer 2019
International strategic marketing simulation »MarkStrat« (Annecy, FR)
Research Colloquium: »Brand Communication Management - From Market Research to Brand Communication«
winter 2018/2019
Seminar: »Multivariate Data Analytics«
Workshop and Research Colloquium: »Market research«
summer 2018
International strategic marketing simulation »MarkStrat« (Annecy, FR)
Research Colloquium: »Brands and Media in the digital age«
winter 2017/2018
Workshop and Research Colloquium: »Market research«
Seminar »Entrepreneurial Marketing«
B.A. Media Culture
»Success factors of the short video format via Instagram and TikTok. An investigation using the example of the food content company “eat.de”« (WiSe 2022/23)
»Data driven business models in marketing - The case of the trade fair industry« (SoSe 2021)
»The role of trustworthiness in social media marketing from a consumer behaviour perspective« (SoSe 2020)
»Brand Management in political communications: An empirical analysis of the self-representation of German politicians in social networks.« (SoSe 2018)
»Competing interdependence of strategic market orientation and precarisation of the independent artist« (WiSe 2017/18)
M.A. Media Management
»Empirical Study of the Acceptance of the AI-based Music Generation Model „MusicGen“« (WiSe 2023/24)
»AI-generated video advertising - The impact of the perception of AI-generated advertising on effectiveness« (WiSe 2023/24)
»A Matter of Humanization and Risk: Increasing Consumer Trust in Luxury Product Chatbots« (WiSe 2023/24)
»TikTok therapy: motives for consuming short videos about mental illnesses« (WiSe 2023/24)
"Hype around artificial intelligence - the influencing factors and potential for success in customer relationship management" (summer semester 2023)
"Following AI - The influence of virtual influencers and their labelling on the willingness to buy" (SoSe 2023)
'Dynamic developments in travel journalism - an investigation of the outdoor app Komoot from the perspective of disruption theory' (SoSe 2023)
"Influence of origin on the perception and communication of regional brands - a behavioural and empirical analysis using the example of the food market in Central Germany" (summer semester 2023)
"Implementation of management tools for analysing sustainability in companies using the example of Deloitte's Carbon Monitoring Dashboard." (winter semester 2022/23)
"Influenced by the system? - A systemic analysis of the willingness for interorganisational knowledge exchange in innovation ecosystems using the example of Jena Digital e.V." (WiSe 2022/23)
"Instagram stories as a communication channel for marketing music" (WiSe 2022/23)
"The effect of genre on the channel choice of book buyers: An empirical investigation." (winter semester 2022/23)
"Brand Activism and Authenticity in Digital Marketing Strategy - An Empirical Study on the Influence of Brand Activism on Perceived Brand Authenticity among Generations Y and Z" (WiSe 2022/23)
"Brand Experience and Effective Customer Journey Design of the Corporate Brand in the Context of B2B" (SoSe 2022)
»algorithmical personalisation of music in online music and the development of musical taste« (WiSe 2021/22)
»The impact of the COVID-19 pandemic on artist marketing on instagram. A case study of the musical artist Wincent Weiss.« (WiSe 2021/2022)
»Artepreneurs and the diversification of music distribution« (SoSe 2021)
»Analysis of the use of artificial intelligence in the core areas of music labels« (SoSe 2019)
»Consumer acceptance of music streaming platforms with block chain technology« (SoSe 2019)
»Listening needs - characteristics and motives for use of German-speaking podcast listeners« (WiSe 2018/19)
»Major events in city marketing - citizen participation and its significance for the city organisation of major events« (WiSe 2018/19)
»The Influence of Dimensions of Advertising, Purchase Experience and Consumption on the Brand Experience - An Empirical Study of the Determinants of the Brand Experience« (SoSe 2018)
»The influence of targeted advertising in social networks on the brand attitude of consumers - An empirical study of the artist brand attitude after the reception of a pre-roll spot« (WiSe 2017/18)
»User typologies of online music videos - An empirical study of the motives and usage characteristics of music video usage on the Internet« (WiSe 2017/18)