Werbung und Marktkommunikation in research projects and institutes.
Creative Industries & Media Society (CREAM)
Prof Dr Burkard MichelProfessor of the Werbung und Marktkommunikation degree programme is involved in the Creative lndustries & Media Society (CREAM) research project. The Creative Industries & Media Society (CREAM) research lighthouse explores the digital transformation of the economy and society from the perspective of the creative industries and the media society in an interdisciplinary and application-orientated way in order to actively set and help shape impulses.
With regard to the mediatisation of society, the economy and industry, the creative industries (CI) are seen as drivers and spill-over instruments for digital transformation and enablers for social diffusion and adoption. For this reason, the creative and media industries are analysed in research work as an economic and social factor at product, company and market level.
More about CREAMInteraction Design and User Experience (IDUX)
The research focus Interaction Design and User Experience (IDUX) is led by the professors of the degree programme Werbung und Marktkommunikation, Prof. Dr Arnd Engeln and Prof. Dr Jürgen Scheible represent the programme. The IDUX research focus deals with current issues relating to user experience, design thinking and interaction design.
In addition to fundamental methodological and content-related research questions, the focus is on application-related issues such as the design and prototypical implementation of human-computer interactions, apps and topics relating to the design of services and communication from a user-centred perspective. The following two focal points and neighbouring subject areas are covered:
User Experience (Head: Prof Dr Arnd Engeln)
This research area examines the topic of user experience scientifically, develops user-centred development methods and applies them. User experience refers to the holistic view of the perceptions, emotions and behaviour of different users when dealing with products, services and other communication-related topics.
lnteraction Design (Head: Prof Dr Jürgen Scheible)
The research area focussing on lnteraction Design deals with immersive mixed-reality worlds for digital brand experiences. This involves the exploration of new forms of interaction and communication at the interface between the real and virtual worlds
More about IDUXInstitute for Mobility and Digital Innovation
Prof Dr Arnd Engeln, Werbung und Marktkommunikation degree programme, is also involved in the Institute for Mobility and Digital Innovation.
Driving future mobility through digital innovation the Institute for Mobility and Digital Innovation transfers digital principles to the field of transportation. Digital technologies have fundamentally changed the world we live in and they are about to change the mobility sector, too. The times are over when automotive companies are the sole driver of mobility innovation. Digital technologies will enable new vehicles, new services, a different use of mobility assets, and change mobility behaviour as we know it. Leveraging advances in mobile technologies, smart sensors and data analysis, the Institute for Digital Innovation and Mobility provides insights into a digital approach to mobility. These insights help to better understand mobility systems and the people who use them. Our cities and every mobility company that wants to survive in a digital age will need such an understanding.