Prof. Dr.
Yasmin Merz
Contact
Room
W2.3.02
Colloquium
DI 09.45 - 11.15 Uhr in W2.3.06 / Anmeldung über den Moodle-Kurs
Phone
(07231) 28-6203Yasmin Merz is Professor of Digital Marketing and Digital Media at Pforzheim University. Previously, she worked for around 10 years in leading positions at leading media companies, pharmaceutical companies and digital start-ups. She studied philology at the University of Mannheim and received her doctorate in economics from the Karlsruhe Institute of Technology (KIT) in 2017 on the topic: "Print versus Online? Cannibalization and Synergy Effects through Online Presence of Consumer Magazines and Daily Newspapers. Ms. Merz researches and publishes in the fields of digital marketing and digital media, with a focus on e-commerce, social media and podcasts.
Display Advertising , E-Commerce , E-Mail Marketing , Media Management
2017 - Dr. rer. pol., Business Administration
Karlsruhe Institute ofTechnology (KIT)
Germany
2004 - Diplom (Universitaet), Social Sciences
Universität Mannheim
Germany
2016 - 2018 - Hexal AG -
Digital Manager
2014 - 2015 - coliquio GmbH -
Director Strategy and Client Solutions
2014 - 2017 - Karlsruhe Institute ofTechnology (KIT) - Germany
2010 - 2014 - Burda Style Group -
Senior Brand Manager BUNTE
2007 - 2010 - Bauer Media Group -
Anzeigenleiterin InTouch
2006 - 2007 - Motor Presse Stuttgart -
Referentin der Geschäftsleitung
2005 - 2006 - Bauer Media Group -
Management Trainee
Marketing Communication and Advertising , Market Research and Consumer Psychology
Dissertation
MERZ, Y. (2017). Print versus Online?. Kannibalisierungs- und Synergieeffekte durch Onlineauftritte von Publikums- zeitschriften und Tageszeitungen. Karlsruhe, Germany.
Chapter in Book
LINDSTÄDT-DREUSICKE, N., MERZ, Y. (2022). Podcasts und regionale Verlagsmedien – eine tragfähige Symbiose? In Theobald, E., Gaiser, B. (Eds.), Brand Evolution ( ed., pp. 507–538). Wiesbaden: Springer Gabler.
LINXWEILER, R., MERZ, Y., SCHEU, P. (2021). Kleine Marken, große Wirkung?. Wie Micro-Brands Influencer erfolgreich zur werblichen Kommunikation nutzen. In Stefan Detscher (Ed.), Digitales Management und Marketing ( ed., pp. 247-264). Wiesbaden: Springer Gabler.
Contribution to Series of Ext. Research Institute
BAUER, H., NEUMANN, M., HOFFMANN, Y. (2003). Internationale Kundensegmentierung im elektronischen Handel. Eine interkulturelle Untersuchung. Mannheim, Germany.
Member of a Program Committee
since 2019
Dezentrale Studienkommission BW /
Germany
since 2018
Dezentrale Studienkommission BW / Media Management und Werbepsychologie
Germany
Leader of a project in cooperation with a company; the project length is typically not less than one semester but could be limited to one semester
2019 - 2020
Praxisprojekt mit Porsche Digital
Germany
2019
Praxisprojekt mit Thomas Cook
Germany
2019
Praxisprojekt mit SAP
Germany
2019
Praxisprojekt mit bw-i
Germany
2019
Praxisprojekt mit Porsche Digital
Germany
2018 - 2019
Praxisprojekt mit CAS
Germany
2018 - 2019
Praxisprojekt mit Funke Mediengruppe/Myself
Germany
2018 - 2019
Germany
2018
Company Project with HEXAL
Germany
Presentation at a Conference
2019
Presentation Digital Healthcare Days 2019
Germany
since
How to pay for video streaming services? A Conjoint Analysis on user preferences and their willingness to pay
Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft (DGPuK e.V.), Germany
since
How to pay for video streaming services? A Conjoint Analysis on user preferences and their willingness to pay
European Media Management Association (EMMA) Conference Sweden