HS PF
DE
Prof. Dr. Yasmin Merz

Prof. Dr.

Yasmin Merz

Contact

Room

W2.3.02

Colloquium

MI 11.30 - 12.15 Uhr in W2.3.06 / Anmeldung über den Moodle-Kurs

Phone

(07231) 28-6203

Mail

yasmin.merz(at)hs-pforzheim(dot)de

Yasmin 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 (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 (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