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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:



Kick off und Semesterstart

Wie jedes Semester heißen wir un­sere neuen Stud­i­er­enden der SBWL Ser­vice und Di­gital Mar­ket­ing sehr herz­lich willkom­men. Die Wel­come Ad­dress bei un­serer Kick­-Off-Ver­an­stal­tung kam vom Un­ternehmen...

Öffnungszeiten in den Sommerferien

Wir wünschen al­len Stud­i­er­enden und Mit­arbeiter/innen schöne Som­mer­t­age und er­hol­same Fer­ien!Bitte beachten Sie: In der Zeit vom 02.07.2018 bis 28.09.2018 ist un­ser In­sti­tutssek­ret­ariat geschlossen....

Open Position Executive Assistant gesucht

Ajala Di­gital sucht einen Ex­ec­ut­ive Assist­ant. Be­w­er­bung bitte mit einem 1-minüti­gen Be­w­er­bungs­video und Leben­slauf an: pw@a­jaladi­ Hier der Link zur Stel­lenaus­s­chreibung.