Browsing by Subject "Digital marketing"
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Item Restricted COVID-19 as an Accelerator for eLearning Solutions in German Universities(2021) Herold, Marvin M; Behar Villegas, Erick; Lieb, Manfred G; bachelor thesis in Digital Business and ManagementThe current lockdown situation as the result of coronavirus has proven to be severely impactful to businesses and the education industry alike. Many educational institutions have found technical and organizational solutions to continue their studies so that the students are not affected as much by the prevailing situation. The eLearning industry has experienced significant growth and has proven to be the backbone of the education industry. Germany has also learned the importance of eLearning in the face of COVID-19 and has shown great improvements compared to the pre-pandemic situation. Germany has identified the gap in digital learning and is gradually taking the necessary steps to upgrade the academic infrastructure. The lack of learning resources and tools to enhance digital learning was a great challenge. The technical eLearning platforms have come across multiple opportunities during this situation to expand their business and introduce new features in their platforms that can support the development of online learning needs for students. Microsoft has upgraded its Microsoft Teams App to allow a simple learning process for students by collaborating and communicating easily. At the same time, this App has been used frequently by businesses for internal and external meetings. The addition of this feature has increased the share price of the company and its usage has increased by 78% during COVID-19. Students in Germany have positively responded to online learning solutions, although predisposed in general to conventional classroom-style teaching. The positive experiences from online study mechanisms have influenced the trend. Overall students have shown high levels of satisfaction and simply reveal that online learning systems are a great enhancement to traditional learning approaches. Amongst other topics, this study analyzes the communication behavior of students via digital devices and how the rise of COVID-19 has propagated eLearning in Germany. Although the focus is on the technical aspects especially in Germany, this thesis also highlights social and psychological challenges with the adoption of eLearning in general for recommended further studiesItem Restricted Digital marketing as a communication tool : how did digital marketing change the way of communication in B2C?(2017) Yılmaz, Ali-Tolga; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"The Bachelor thesis will cover the change in the marketing and communication sector, and how the businesses adapt to the changes. After introducing the digitalization through computers and the global revolution with the internet age, and also in the business life through email and display marketing. Whereas, there is now an upcoming second type of digitalization in the world, which is the innovation of the first digitalization and thus changing the daily life and patterns of the society to the digital world. Dynamic start-ups are inventing continuous new technologies and platforms. One of the well-known invented ones are platforms like Facebook, Twitter and Instagram etc. This disruptive change also reached the marketing industry. Also, the people and their habits have changed in case of smartphones, which have got more attention and usage. The striking point is to see how a whole sector revolutionised and transferred to a fully digitalized industry. For instance, in the new marketing sector the 'Influencer Marketing' came out of the blue and created a completely new form of word-of-mouth. Therefore, first, the old marketing and analog communication and the related problems in the sector will be analysed. Afterwards, after summing up all positive and negative aspects, the new marketing and digital communication will be analysed including many upcoming technologies and inventions. After introducing all new market instruments, the changes in the markets will be shown together with comparing the positive and negative aspects, which will lead to a conclusion which will answer the central question."Item Restricted How to create a successful luxury brand image through digital marketing?(2017) Darakci, Antonja; Lieb, Manfred G; Wagner, Evamaria; Faculty of Business Administration; Berlin International University of Applied Sciences"The present study is primarily investigating the question on how to create a successful luxury fashion brand image through digital marketing. The guiding question involves two factors -- ho to create a successful luxury fashion brand image and to what extent digital marketing is prospectively appreciable. Thereby, the research focus is on the long-term development of a digital marketing strategy for luxury fashion brands as well as on the cross medial communication tools such as social media platforms. The key aim of the paper is to show how to create a successful brand image through digital marketing on the basis of cognitions from literature as well as the application examples from the practice. In order to answer the question as comprehensively as possible, the paper is structured as follows: The beginning of the main part starts with an introduction to the world of fashion. The value of the fashion industry and the creation of a brand image and brand identity are going to be shown here. In order to reach the customer, luxury fashion companies communicate through their brands. For this reason, the focus in the third chapter is on three different forms of marketing: 'Old-marketing' (traditional marketing), 'New-marketing' (digital marketing) and fashion marketing. The last chapter of the paper focuses on a case study, in which the results that are obtained from the previous chapters are going to be examined and confirmed with the aid of the luxury fashion brand 'Burberry'."Item Restricted The case of vegan cosmetics : market entry, communication and branding, new specialized products, ethical consumerism(2019) Dilber, Ebru Hatice; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied SciencesThe central purpose of this paper and its study is to deliver a theoretical and practical contribution in the case of Vegan cosmetics its International Marketing strategies. The subject concentration in this report limits its analysis in the theme of branding and communication and the market entry as well as new specialized products and broad ethical insights. Additionally, the authors effort to provide a thorough understanding of the influence of online communication on new niche brands. Along with the products that are offered through a variety of branding and the quality that provides to vegan consumers