Success Factors in Advertising Marketing in the Era of Emerging Media Markets

In the exciting guest lecture series "Emerging Media Markets" led by Prof. Dr. Ingo Knuth, Master students discovered the success factors of advertising marketing. As part of the Master's program M.A. International Marketing and Media Management, the series offered students deep insights into the world of constantly changing media markets.

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The event began with an academic look at the strategic opportunities for media providers in a changing world. The focus was particularly on the success factors of advertising marketing in an economically and technologically evolving media landscape. Based on the scientific paper by Prof. Dr. Ingo Knuth entitled "The Impact of Product Quality on Advertising Media Planners' Satisfaction", the seminar offered well-founded insights into the topic.

In the course of the semester, the students also had the unique opportunity to gain concrete practical insights. Well-known companies from the media industry provided guest lectures and thus enabled the students to gain a direct insight into current strategies and trends. Companies such as Ströer, ProSiebenSat.1 and YouTube offered valuable insights into areas such as out-of-home advertising, television marketing and online video marketing.


A field trip to Hamburg rounded off the module and enabled the students to acquire further knowledge. They visited companies such as Xing, NewWork, Meta and Mediabrands, which presented their innovative approaches in the areas of social media marketing, employer branding and the emerging trends of the metaverse. In addition, the topics of Programmatic Advertising and the marketing of print and online news were the focus of further excursions to companies such as The Trade Desk, next.Media Hamburg and Der SPIEGEL.

The students of the course "Emerging Media Markets" undoubtedly benefited from this varied series of lectures and the exciting excursion to Hamburg. They not only gained first-hand insights into the latest trends and strategies in advertising marketing, but also had the opportunity to expand their knowledge through discussions with renowned experts from the industry.