330084 VO+SE Communication- and mediaresearch (2021S)
Continuous assessment of course work
Labels
REMOTE
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from We 10.02.2021 08:00 to Th 25.02.2021 12:00
- Deregistration possible until Mo 01.03.2021 12:00
Details
max. 25 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
Dear students!
Tomorrow at 9.00 a.m. the first part of the lecture on Moodle/Big Blue Button will start.
- Thursday 04.03. 09:00 - 14:45 Digital
- Thursday 11.03. 09:00 - 14:45 Digital
- Thursday 18.03. 09:00 - 14:45 Digital
- Thursday 25.03. 09:00 - 14:45 Digital
Information
Aims, contents and method of the course
Introduction on science of communication-, market und opinion research based on the market research process. Methods of empirical social research as precondition of communication and marketing approaches with practical examples from FMCG Food fields. Discussion on specific literature and case studies. Media research, media analysis.
Assessment and permitted materials
Minimum requirements and assessment criteria
Enable students to understand and perform independently and correctly different empirical methods as well as to analyze and interpret generated data in order to decide on communicative measures in marketing. Identify psychological relations between market-, opinion and media research and consumer behavior respectively buying decisions of food products.
Examination topics
Media- und communications science, empirical social research. Combination of theoretical lecture with audiovisual support (Powerpoint, Video Tutorial) and practical exercises when working on case studies.
Reading list
Buber, Renate und Hartmut Holzmüller: Qualitative Marktforschung: Konzepte - Methoden - Analysen. 2009
Föll, Kerstin: Consumer Insight: Emotionspsychologische Fundierung und praktische Anleitung zur Kommunikationsentwicklung. 2012.
Halfmann, Marion: Zielgruppen im Konsumentenmarketing. 2014.
Atteslander, Peter und Jürgen Cromm: Methoden der empirischen Sozialforschung. 2010
Zeisel, Hans, Marie Jehoda und Paul Lazarsfeld: Die Arbeitslosen von Marienthal. Ein soziographischer Versuch über die Wirkungen langandauernder Arbeitslosigkeit. Suhrkamp Verlag.
Keller, Bernhard et al: Marktforschung der Zukunft - Mensch oder Maschine: Bewährte Kompetenzen in neuem Kontext. 2016
Föll, Kerstin: Consumer Insight: Emotionspsychologische Fundierung und praktische Anleitung zur Kommunikationsentwicklung. 2012.
Halfmann, Marion: Zielgruppen im Konsumentenmarketing. 2014.
Atteslander, Peter und Jürgen Cromm: Methoden der empirischen Sozialforschung. 2010
Zeisel, Hans, Marie Jehoda und Paul Lazarsfeld: Die Arbeitslosen von Marienthal. Ein soziographischer Versuch über die Wirkungen langandauernder Arbeitslosigkeit. Suhrkamp Verlag.
Keller, Bernhard et al: Marktforschung der Zukunft - Mensch oder Maschine: Bewährte Kompetenzen in neuem Kontext. 2016
Association in the course directory
Last modified: Fr 12.05.2023 00:24