@masterthesis{Miller2016,
  type      = {Bachelor Thesis},
  author    = {Miller, Alina},
  title     = {Application Analysis of Diversity Marketing: Localization of General Trend},
  url       = {http://nbn-resolving.de/urn:nbn:de:bsz:944-opus4-2133},
  school      = {Hochschule Aalen},
  pages     = {XV, 99 Seiten},
  year      = {2016},
  abstract  = {Diese Arbeit beschreibt eine Anwendungsanalyse {\"u}ber ein wichtiges Thema des Diversity-Marketings - des auf Geschlechter spezialisierten Marketings. Mithilfe von zwei Umfragen und inhaltlichen Analysen in zwei verschiedenen Medienbereichen - dem Fernsehen und Druckmedien - konnte der generelle Trend in der Geschlechterdarstellung in der Werbung festgestellt werden. W{\"a}hrend die meisten Befragten immer noch von Charakteristiken f{\"u}r M{\"a}nner und Frauen Gebrauch machen, die durch die traditionellen Geschlechterrollen geformt wurden, glauben die meisten, dass die Rollen aus dem 1950er Jahren veraltet sind und dass die Medien sich an die Gesellschaftsver{\"a}nderungen in Bezug auf Geschlechterrollen anpassen sollten. Jedoch haben die inhaltlichen Analysen der Medien gezeigt, dass die Vermarkter sich schon angepasst haben und den Zuschauern haupts{\"a}chlich zeitgem{\"a}ße Abbilder der M{\"a}nner und Frauen pr{\"a}sentieren anstatt der stereotypen Abbildung aus den 1950er Jahren. Ein Aspekt, der sich noch nicht ver{\"a}ndert hat, ist die Farbkennzeichnung, die schon in der Kindheit mit dem Unterscheiden zwischen M{\"a}nnern und Frauen beginnt. Der Befund dieser Arbeit legt nahe, dass die Wahrnehmung und die Realit{\"a}t nicht immer miteinander {\"u}bereinstimmen und dass, auch wenn die Anpassung fortschreitet, die Ver{\"a}nderungen der Geschlechterrollen noch nicht abgeschlossen sind.},
  language  = {en}
}
@masterthesis{Maile2018,
  type      = {Bachelor Thesis},
  author    = {Maile, Fabian},
  title     = {Artificial Intelligence and Big Data in Affiliate Marketing},
  url       = {http://nbn-resolving.de/urn:nbn:de:bsz:944-opus4-4002},
  pages     = {85 Seiten},
  year      = {2018},
  abstract  = {This research looks into the question of where and how Artificial Intelligence and Big Data can be usefully implemented into Affiliate Marketing. By consulting relevant literature and qualified experts, this work identifies 6 areas, where Artificial Intelligence can be beneficial. These areas were found to be Affiliate Recruitment, Affiliate Management, Product Data Feed Optimization, Tracking, Attribution and Forecasting. The implementation of Artificial Intelligence in these areas revealed 3 advantages to the Affiliate Marketing channel: Saving of time, support of decision-making, and incentivizing of publishers. While a more detailed study of this research topic would be necessary for validating the results, the findings show that the implementation of Artificial Intelligence technology can help a business gain competitive advantage.},
  language  = {en}
}
@masterthesis{Roeder2019,
  type      = {Bachelor Thesis},
  author    = {R{\"o}der, Johannes},
  title     = {Cultural Heritage Marketing in Heidenheim},
  url       = {http://nbn-resolving.de/urn:nbn:de:bsz:944-opus4-9485},
  pages     = {V, 108},
  year      = {2019},
  abstract  = {The present study deals with the topic how a town can use its cultural heritage or, more precisely, its industrial culture as a means to market itself as an innovative business location and to foster a more pronounced sense of civic cohesion among residents. Economic theory suggests that, nowadays, traditional location factors such as access to resources and a performant infrastructure are less important than in the industrial age. Recently, factors like a city's potential to generate and retain human and creative capital have emerged. Accordingly, the economic and social role of cities has shifted - from a place where workers lived and manufactured goods towards a deeply interwoven ecosystem of knowledge-intense value creation. The question at the root of the present study is how Heidenheim's rich industrial cultural heritage can be used as a future-pointing source of power for rebranding the town. This rebranding concept has to be developed according to the town's role in past, present and future, thus creating actual economic and societal value. Industrial culture bears branding potential and is closely related to various aspects of modern life and work. The study examines possibilities to create awareness for these relations connecting past, present and future. Their relevance shall be emphasized in order to establish both points of orientation and authenticity of place in times when macroeconomic and societal trends are difficult to predict. Ideally, residents shall be given a sort of local identification to hold on to, and potential investors and entrepreneurs shall be encouraged to sustainably experience the innovation-based DNA of Heidenheim. Therefore, the study searches for a value proposition that takes into account the points mentioned above on terms of an innovative theoretic framework. As a result of this thesis, precise suggestions for the implementation of a new branding strategy based on the conceptual guidelines developed in this study will be proposed to the municipality of Heidenheim and, in addition, an interface using principles of virtual and augmented reality will be introduced.},
  language  = {en}
}