Social Software im Marketing : Eine Analyse über Potentiale und Risiken beim Einsatz von Weblogs im Hochschulmarketing
Language: German
Published by Diplom.De, 2006
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
US$ 78.47
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nach der Bestellung gedruckt Neuware - Printed after ordering - Diplomarbeit aus dem Jahr 2006 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,0, Hochschule Mittweida (FH) (Medien), Sprache: Deutsch, Abstract: Inhaltsangabe:Problemstellung:2004 wurden das Wort googeln in den Duden als neuer Begriff aufgenommen. Googeln wird lapidar mit im Internet, bes. in Google suchen beschrieben. Die Aufnahme eines auf einem rechtlich geschützten Markennamen basierenden Verbs in den offiziellen deutschen Wortschatz, eines Anglizismus, der noch dazu auf einem noch nicht einmal zehn Jahre alten Unternehmensnamen basiert, ist nur ein Indiz unter vielen, anhand derer sich die Bedeutung des Internets für die Informationsrecherche erkennen lässt.Informationsrecherche ist ein wesentlicher Bestandteil jeglicher Entscheidungsfindung. Meinungsbildung findet demzufolge in zunehmend im Internet statt. Dies gilt in besonderem Maße für Studienbewerber, die als jüngere Generation ein deutlich aktiveres Internetnutzungsverhalten vorweisen. Aus der Sicht des Marketing ist das Studium jedoch ein besonderes Gut: eine rein faktische Beschreibung des Studiengangs wird den wenigsten Bewerbern als Basis für ihre Entscheidung ausreichen, weil sie sich anhand derartiger Informationen noch keine Vorstellung vom zukünftigen Hochschul- und Studienleben machen können, gleichzeitig bestimmt die Entscheidung für einen Studiengang den gesamten Lebensweg des Bewerbers und besitzt demzufolge einen extrem hohen Stellenwert.Damit werden gänzlich andere Informationsrechercheprozesse in Gang gesetzt als dies bei der Informationsrecherche für eine Schulaufgabe der Fall wäre. In solchen Fällen nimmt die Bedeutung interpersonaler Kommunikation zu, um anhand der Erfahrungen anderer das Risiko einer Fehlentscheidung zu minimieren.Interpersonale Kommunikation findet mehr und mehr computervermittelt statt. Bestes Beispiel sind Weblogs, die als Symbiont von Homepages und Diskussionsforen dialogische Kommunikation stimulieren. Demzufolge weisen Weblogs enorme Potentiale für Marketingzwecke auf.Gang der Untersuchung:Die vorliegende Arbeit untersucht Potentiale und Risiken im Hochschulmarketing durch den Einsatz persönlicher Studentenweblogs. Dazu wird im theoretischen Teil das Gut Studium auf marketingrelevante Besonderheiten analysiert, das Mediennutzungsverhalten von Jugendlichen skizziert und auf Weblogs als neue Kommunikationsform im Internet eingegangen. Damit wird die Bedeutung des Internets zur Informationsrecherche verdeutlicht und gleichzeitig das Phänomen Weblog erklärt, welches exponentielle Wachstumsraten aufweist. Zugleich zeigt sich im Theorieteil, welche Bedeutung Weblogs als computervermittelte interpersonale Kommunikation im Hochschulmarketing zukommen kann.Im anschließenden praktischen Teil wird untersucht, welche Risiken das Marketing durch Weblogs birgt und welches Weblog-Nutzungsverhalten für Studenten zu erwarten ist. Dazu wird auf haftungsrechtliche und kommunikationspolitische Risiken eingegangen und eine Prognose über die voraussichtliche Nutzung von Weblogs von Studenten auf Basis einer Analyse der bestehenden statischen Studentenhomepages erstellt.Ziel der Arbeit ist, Potentiale und Risiken der Marketing-Nutzung von Weblogs im Hochschulbereich zu skizzieren.Inhaltsverzeichnis:Inhaltsverzeichnis:0.Einleitung10.1Ausgangspunkt10.2Gang der Untersuchung und Zielsetzung der Arbeit21.Marketingtheoretische Überlegungen31.1Grundüberlegungen31.2Der Vorgang der Entscheidungsfindung im Marketing51.2.1Involvement und Informationssuche51.2.2Bedeutung verschiedener Informationsquellen71.3Güterspezifisches Marketing101.4Schlussfolgerungen für das Hochschulmarketing122.Mediennutzung und Informationsrecherche von Jugendlichen142.1Einleitung142.2Mediennutzungsverhalten Jugendlicher142.2.1Jugend.…
Seller Inventory # 9783838697581
- Title
- Social Software im Marketing : Eine Analyse über Potentiale und Risiken beim Einsatz von Weblogs im Hochschulmarketing
- Author
- Torsten Liebig
- Publisher
- Diplom.De
- Publication year
- 2006
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- German
- ISBN 10
- 3838697588
- ISBN 13
- 9783838697581
- Item weight
- 141 grams
- Dimensions
- 210x148x7 mm
"Synopsis" may belong to another edition of this title.
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