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Institute for Interactive Marketing & Social Media (IMSM)RSS

Di­gital tech­no­lo­gies and so­cial me­dia have a pro­found im­pact on con­sumer be­ha­vior and the ways in which busi­nesses com­pete in today’s global mar­ket­place. In our re­search and teach­ing activ­it­ies, we fo­cus on the im­plic­a­tions of these changes from a ma­na­gerial per­spect­ive.

IMSM’s Mis­sion

The In­sti­tute for In­ter­act­ive Mar­ket­ing & So­cial Me­dia (IMSM) aims to be a lead­ing in­sti­tu­tion for re­search and edu­ca­tion in the area of di­gital mar­ket­ing. The rapid growth of di­gital tech­no­lo­gies and so­cial me­dia has a pro­found im­pact on con­sumer be­ha­vior, lead­ing to rad­ic­ally new busi­nesses and chal­len­ging in­cum­bents to ad­apt their mar­ket­ing strategies. There­fore, our goal is to do re­search that fo­cuses on new busi­ness prob­lems and ground­break­ing in­nov­a­tions ar­ising from devel­op­ments in in­form­a­tion tech­no­logy. To tackle and solve these prob­lems, we use em­pir­ical data (mostly in the form of “big data”) and ap­ply quant­it­at­ive meth­ods with the aim of im­prov­ing mar­ket­ing de­cision-­mak­ing. Our stu­dents are pre­pared to be the next gen­er­a­tion of di­gital mar­ket­ing man­agers with strong ana­lyt­ical skills and a well-­foun­ded know­ledge of the mech­an­ics of the di­gital mar­ket­ing ecosys­tem, the so­cial me­dia en­vir­on­ment, and the chal­lenges in these areas. Fi­nally, we strongly be­lieve that it is IMSM’s re­spons­ib­il­ity to fa­cil­it­ate the dis­sem­in­a­tion of know­ledge about di­gital mar­ket­ing within so­ci­ety.


You can find our open Thesis Top­ics here:



Praktikant/in Accenture Future Camp

Ac­cen­ture sucht einen/eine Prak­tik­anten/in für das Ac­cen­ture Fu­ture Camp.

Nachbericht: Das Zeitalter der Influencer

Am 21. Novem­ber 2017 beleuchteten Na­dia Abou Nabout und Nils Wlömert vom WU-In­sti­tut für In­ter­act­ive Mar­ket­ing & So­cial Me­dia im Rah­men von WU mat­ters. WU talks. das Phäno­men „In­flu­en­cer“.

Accenture: Praktikum Personalmarketing

Ac­cen­ture sucht eine/einen Prak­tik­antin/Prak­tik­anten an der Schnitt­s­telle zwis­chen Per­son­al­man­age­ment und Mar­ket­ing, Per­son­al­mar­ket­ing.