330084 VO+SE Communication- and mediaresearch (2025S)
Continuous assessment of course work
Labels
Die Lehrveranstaltung findet nur ab einer Belegung von mind. 5 TeilneherInnen statt
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 Mo 10.02.2025 08:00 to Mo 24.02.2025 08:00
- Deregistration possible until Mo 24.02.2025 08:00
Details
max. 25 participants
Language: German
Lecturers
Classes (iCal) - next class is marked with N
- Monday 10.03. 08:00 - 13:00 Seminarraum 2E560 Ernährungswissenschaften UZA II
- Monday 17.03. 08:00 - 13:00 Seminarraum 2F546 Ernährungswissenschaften UZA II
- Tuesday 18.03. 08:00 - 13:00 UZA2 Hörsaal 4 (Raum 2Z221) 2.OG
- Monday 24.03. 08:00 - 13:00 Seminarraum 2E560 Ernährungswissenschaften UZA II
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
Practical exercises during the exam-immanent lecture.
Active participation in group work and collaboration. Methodically correct procedure, individual solution competence in the elaboration of work assignments.
All aids of analog and digital nature are allowed and desired.
At the online courses, students work together or in break-out groups on the digital Miro board.
Active participation in group work and collaboration. Methodically correct procedure, individual solution competence in the elaboration of work assignments.
All aids of analog and digital nature are allowed and desired.
At the online courses, students work together or in break-out groups on the digital Miro board.
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 customers.
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
Braunecker, Claus: How to do empirische Sozialforschung. Eine Gebrauchsanleitung. UTB Wien. 2021
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.1975
Keller, Bernhard et al: Marktforschung der Zukunft - Mensch oder Maschine: Bewährte Kompetenzen in neuem Kontext. 2016
Braunecker, Claus: How to do empirische Sozialforschung. Eine Gebrauchsanleitung. UTB Wien. 2021
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.1975
Keller, Bernhard et al: Marktforschung der Zukunft - Mensch oder Maschine: Bewährte Kompetenzen in neuem Kontext. 2016
Association in the course directory
Last modified: Tu 11.03.2025 12:26