Refine
Document Type
- Bachelor Thesis (28)
- Master's Thesis (5)
- Diploma Thesis (2)
Year of publication
Language
- English (35) (remove)
Keywords
- Film (2)
- Geschichte (2)
- Kundenmanagement (2)
- Arbeitgeber (1)
- Bekleidungsindustrie , Marketingstrategie (1)
- China (1)
- Cloud Computing (1)
- Computerspiel , Musik (1)
- Corporate Social Responsibility (1)
- DAB <Rundfunktechnik> (1)
Institute
- 06 Medien (35) (remove)
This paper examines the communication channels used by innovation projects at the ProtoSpace Hamburg, when engaging with stakeholders, and tries to answer the thesis question whether new media channels improve the chances of success for innovation projects, when used for this communication. Expert interviews with eight experts in com-munication, innovation and stakeholder management were conducted and then analyzed through the application of Mayring´s qualitative content analysis, in order to answer the posed question.
This study explores the opportunities and risks associated with user-generated content (UGC) in the communication strategies of marketing departments from a business perspective. With the rise of social media and online platforms, UGC has become a powerful tool for brands to engage with their audience, build trust, and enhance brand awareness. However, implementing UGC also comes with inherent risks, including the loss of control over brand messaging, potential negative user-generated content, and legal implications.
To investigate these dynamics, an empirical mixed-methods approach was employed, including expert interviews and a comprehensive literature review. The findings indicate that UGC offers significant opportunities for marketing departments, such as increased customer loyalty, enhanced authenticity, brand awareness, as well as a diverse set of possible content. However, the study also reveals the potential risks associated with UGC, highlighting the importance of managing these risks effectively.
The research of this thesis aims to analyze how a specific CSR approach from the Adidas Group on sustainability is perceived globally based on an analysis of the movements on the stock market combined with a sentiment analysis of tweet activities on Twitter. The thesis analyzed both positive feedback and critic from customers worldwide regarding the approach and other initiatives from the Adidas Group and their partner Parley for the Oceans, a non-governmental organization working towards a more sustainable world.
In the past few years, social media has become the most popular communication software, replacing phone calls, text messages, television and even advertisements. Social media has become the most important channel for spreading opinions. As a result of this trend, many politicians have also started to operate social media (Wang, Tsai, & Chen 2019). This study was conducted in order to understand whether there was an intercandidate agenda-setting effect between the Facebook posts of legislative candidates and presidential candidates during the election period, and whether the legislative candidates' Facebook posts were influenced by the presidential candidates' Facebook posts. The target population of this study was the three presidential candidates in Taiwan's 2020 presidential election — Dr. Tsai Ing-Wen, Mr. Han Kuo-Yu, and Mr. James Soong — as well as the 36 legislative candidates in Taipei, Taichung, and Kaohsiung.
The study focused on Facebook posts from 1thNovember 2019 to 10th January 2020, 10 weeks before the voting day. Text-mining and cosine similarity were used to organize the posts and compare the similarity between posts. Finally, the similarity between posts was presented as a line graph.
The study revealed that there was an inter-candidate agenda-setting effect between legislative candidate posts and presidential candidate posts, and that Dr. Tsai Ing-Wen, who was also the incumbent president during the campaign, was the most influential Facebook poster during the entire election.
Future research is proposed on the inter-candidate agenda-setting effect only analyzing the similarity of posts among the candidates to discuss the influence of the candidates' Facebook agenda-setting during a specific election period.
This is the first study in which the Facebook posts of Taiwanese politicians are analyzed and the relationships were analyzed and the relationships were systematically compared, across multiple degrees, which opens up a whole new subject for future elections in Taiwan.
This thesis aims to research the platform YouTube and whether “being a YouTuber” qualifies as a profession or not and what leads to this. The author combines existing scientific data and information provided by YouTubers doing this as a job and uses the compilation method. The author merges that material and uses it to create a bachelor thesis that covers both the theoretical and practical approach. The aim was to find out if there is a success recipe that can be followed that leads to views and clicks which are essential for the profession as a YouTuber. To do this, the author created two channels to see how the factors mentioned in this thesis are applied and if the approach leads to success. The findings of this thesis showed, that although the profession of a YouTuber can be classified as a job, it needs to be viewed differently from commonly known and in society accepted careers. Becoming a YouTuber and making money from this business, therefore, cannot be guaranteed.
Where does the cocoa, which we consume on a regular basis, come from? Supply chains are not always transparent, much less easily comprehensible. The cocoa industry faces ongoing challenges. Whether it be the chocolate manufacturers’ promise to maintain a sustainable and ethical supply chain, the minimal impact on the environment or the maximum adherence to human rights in their production process. This paper revises important steps which lead to the compliance with UN standards and questions the role of consumers in the construct of ethical chocolate products.
In an era of global climate change and fast growing cities, local governments are in an urgent need for adopting sustainable urban growth concepts for tackling a liveable and prosperous urban future. Against this background, the smart city notion progressively gained popularity as an urban development concept, which heavily relies on technology and urban data use for fostering sustainable urban growth. However, so far, the understandingof the smart city term is ambiguous, and little scientific research has been done on developing comprehensive conceptual frameworks to support local governments in the making of smarter cities. This paper aims at presenting the current state-of-the-art of smart city research in order to support the making of smart city best practices and to promote a comprehensive understanding of the smart city notion. In doing so, the role of technology in the making of smarter cities and critical success factors in transforming cities are elaborated, following the methodological approach of a multidimensional conceptual framework. The research findings and an expert interview with a representative of the state capital will then serve for the assessment of the weak points and best practices in the smart city pursuit of the German city Munich, providing urban policymaking with valuable insights and fostering the development of a comprehensive smart city conceptualism.
In this thesis, the changes in economy and society and the resulting effects on the labor market are being outlined. Current studies show that the shrinking labor market and the increasing digitalization result in a lack of skilled tech talent and a transition from an employer market to a clear employee market. Derived from the findings of the scientific research on this topic and conducted expert interviews, practical recommendations for recruitment actions within the scope of employer branding will be defined in order to help corporations to gain the needed tech skill set and drive innovation.
The subject of the following paper is the analysis of global company motives for taking on sport sponsorships as a corporate social responsibility (CSR) initiative. This work is compilatory in nature because it is derived from literature released by experts as well as real-life case studies. The expert literature provides a basis of theories and models regarding the fundamental motives for CSR and sport sponsoring and visualizes them by means of statistics and real-life case studies. This paper aims to inform individuals, leaders and specifically global organizations about the benefits that taking on a sport sponsorship may have for fulfilling a company’s CSR objectives
This study presents an analysis of the coverage made by the journals El País (Spain), Folha de S. Paulo (Brazil) and Süddeutsche Zeitung (Germany) about the protests in Brazil against the 2013 Confederations Cup and the 2014 FIFA World Cup to establish a comparison between them and see which topics were emphasized by the newspapers and which tone they use in their reporting. Based on the research questions, four categories were developed for the analysis of the journals: article structure; topic of the article; actors/group of persons and tone of the reporting, all of them composed by several subcategories. It was concluded that the themes highlighted by the European newspapers were different from those stressed on the Brazilian diary. Nonetheless, all the reviewed newspapers made a neutral coverage of the protests.
Success story DAB in the UK
(2017)
The popularity of digital audio broadcasting in different countries can be explained mainly by means of historical development. In this work, the general technical conditions are explained and the mode of operation is explained. In addition, advantages, disadvantages and alternatives are presented. After that, the development of the digital radio in Germany and the UK is compared with the current situation in order to show how the differences have led to a different distribution and acceptance of the medium.
The subject of the following paper is the mental well-being of employees at their work and how the leader can improve this well-being using positive psychology. The paper is compilatory in nature because it uses research and literature of experts to analyse how employee mental well-being can be further stimulated. The expert literature is used to present tools, but also to demonstrate the effectiveness of these tools through real-life case studies and evidence. The paper wishes to inform persons, leaders, and entire organizations how positive psychology can be beneficial to organizational members’ well-being in the long term. Using a compilation of positive psychology literature and reallife case studies’ analysis, the informative purpose of the thesis can be achieved.
The design of an interview model based on competencies arises from the need to have highly qualified people that contribute to the achievement of organizational objectives. It intendes to shape the department of human resources into a strategic area of the company. To achieve this, organizational competencies are defined, and guidelines for the elaboration of a portfolio of questions, as well as the design of a competency dictionary, are established. These serve as tools for the human resources processes of the company Visbal Moreno y Sucesores Ltd. Through this work, the importance of the human factor is exposed as part of the organizational strategy.
The computer based calculation of the sound insulation in between dwellings or the analysis of the transmission in a building are common use in practice of a building acoustic engineer. With the release of the revised DIN 4109 in July 2016 a whole new calculation model was introduced to the German users of this standard. The calculation model and its input data now need to be included into existing calculation software, such as the software SONarchitect ISO of the Spanish developers Sound of Numbers. For this cause this thesis compares the input parameter and the airborne and impact sound transmission of the DIN 4109:2016-07 and European standard EN 12354:2000. With the help of this comparison it now is possible to declare all necessary parameter and calculation procedures for the calculation of the airborne and impact sound insulation between dwellings.
Going green, environmental protection, eco-friendliness, sustainability or sustainable development have become frequent terms in everyone’s life. The negative impact of human activities, causing increased environmental pollution and decline, is a matter of dire concern nowadays. In the last few decades greater attention has been payed towards these issues. Understanding society´s new concerns, increasingly more companies have begun to modify their behaviours toward a more eco-friendly and responsible one. The term green marketing is an emerging area of interest, and is a tool of modern marketing used by companies in various industries. It is a full-service marketing strategy that includes green marketing plan development, sustainable auditing and planning, branding, design, and communication. An effective, authentic and transparent green presentation of a company provides a chance to successfully assert on the market, communicate core company values and build long-term customer relations. The young and innovative company SWOX Surf Protection, which entered the market with a long-lasting waterproof sunscreen particular designed for surfers and snowboarders, wants to foster growth by expanding their existing target group to a broader segment comprising all outdoor activists. Moreover, the brand strives to become the leading sunscreen manufacturer for outdoor sports and wants to position itself as a lifestyle brand. In 2016 the company started to produce “greener” sunscreen tubes with an imminent launch at hand. Due to the fact that especially surfers, snowboarders and outdoor activists are in close contact with nature and spend a lot of time in the sun, it is assumed that they have particular interest in making use of sunscreen on a healthrelated aspect, while at the same time showing increased commitment towards environmental protection. In this context, it is assumed that a holistic green and organic sunscreen could provide added values. This paper intends to examine whether green marketing could be a relevant strategy for SWOX Surf Protection to differentiate themselves from their competitors, attract potential customers, build long-term customer relations - and as a result position itself as a successful sunscreen lifestyle brand in the market. This will be verified through comprehensive literature review and detailed market research.
This master’s thesis was written in cooperation with the Spanish company sí-internships. Developing an effective promotion strategy for this startup spending as little financial resources as possible is the main objective of this work. To do so an extensive research on the current internal, external and integral market situation follows. Building on the results of this analysis promotional objectives are being determined and a target audience chosen. Next a promotion strategy is being established.
This paper set out to determine what the effect of daily internet usage on a short attention span was and whether this had an effect on academic performance. As described briefly in the introduction this paper consisted of laying the groundwork through defining the relevant terminology, applying the methodology to the Hypotheses and making conclusive statements.
Two Hypotheses were presented to give the paper the aim. While Hypothesis 1 can be proven true through the two-step terminology applied, Hypothesis 2 does not stand up to the scrutiny. For lack of sufficient and specific evidence, the only conclusive statement that can be made regarding it is that it is untrue.
Approx. 80% of the population sample analysed were between the age of 19 – 30 which automatically reduces the analysis, extrapolations and scientific statements to a more specific age group. The other ages represented were almost all above, meaning that the findings could not accurately be applied to older age groups.
Nonetheless, the data collected was accurate and good be applied to prove Hypothesis 1, meaning that daily internet usage breeds and invites a short attention span. For lack of a fitting data collection method, physcial, social, mental factors along with motivation of an individual make up his academic performance. These were factors that could not be taken into consideration.
Conclusively, the author predicts that a present internet connection coupled with the growing popularity of digital technology attention spans will contin ue to stay as short as they are. Individuals will find ways to direct their short attention span where it is needed and apply it as necessary.
This thesis deals with the possible integration of social media communication in the marketing of the International Rectifier Corporation. The basis for the implementation of the new communication channel is set through a detailed description of basic, theoret ical functions and features of business-to-business communication as well as social media communication. Based on this knowledge the marketing communication of International Rectifier is analyzed and compared to the competitors. The theoretical lessons in combination with the analysis will then be used to develop a competitive and effective social media strategy for International Rectifier.
nicht vorhanden
Evolution of Game Music : a look at characteristic elements of music in video games across time
(2015)
Music in video games is a subject worth regarding. Nevertheless, it isn't totally explored yet. This thesis shows and explains characteristics every video game music has and explores them regarding the developments in the history of video games. The thesis contains information about video games that inspired the musical evolution of games or that contain music as key part, as well as information about technological advances that influenced the musical evolution.