Welcome to the Website of the Chair for Marketing and Media Research
Media convey brands and thereby influence our impression of products and companies. Though information about the services offered by companies was once disseminated one-way through mass media, consumers can now take advantage of digital and interactive formats of communication to exchange information and network with vendors on an individual basis. Media give the consumer an active role and enable their integration into market processes.
As a result of ongoing technological development, not only the consumption of media but most of all the business models and marketing processes of an entire industry are changing. The influence that marketing has on media products, how it is changing, and the implications for the media industry and the user form the basis for our analyses at the Chair for Marketing and Media Research. Our research focuses on the consumer in the context of new developments in Media and the resulting challenges for marketing.
The Chair for Marketing and Media Research sees its research scope in the marketing of media and media in marketing. Our concrete research focus includes media innovation, media consumption, social networks, marketing of creative industries, consumer research, and advertising research.
Our course offerings encompass both the Bachelor in Media Culture and the Master in Media Management at the Bauhaus University in Weimar. Seminars and projects held in conjunction with media producers enable a comparison of current scientific theory and method with professional reality, a specialty of the Chair for Marketing and Media Research. A particular highlight is the lecture series "Medienterrasse," developed at the Chair for the purpose of exchange with industry, which has become a source of pride for the Faculty of Media.
Currently, development of the continuing education Master program "Creative Management and Marketing" is being led by the Chair for Marketing and Media Research. This teaching approach combines scientific research with project-based work in the fields of creative management, innovation management, marketing, and entrepreneurship.