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Citizens’ dissatisfaction with current policymaking is growing, including in Germany. Due
to the steady focus on problem-solving, politics is moving further away from citizens’
needs. Therefore, traditional methods can no longer address the increasing complexity
of political and societal problems. To counteract, Policy Design is introduced to enable
policymakers to better deal with complex issues using designerly mindsets. This seeks
to achieve more effective and human-centred policy outcomes.
The thesis aims to integrate design approaches into policymaking, more specifically into
the traditional Policy Cycle, in order to develop policies based on people’s needs.
Therefore, the following research question is addressed within the scope of the study:
Which design-specific measures must be integrated into the traditional Policy
Cycle to ensure effectiveness in policymaking to develop thoughtful and humancentred
policies?
To address the research question, the core aspects of policymaking are clarified through
scientific research, such as the traditional Policy Cycle and Policy Design. This formed
the basis for further research using the Delphi method. In the next step, qualitative
interviews are presented to identify criticism of the current policymaking process and
optimisation proposals. For this purpose, eleven international experts from diverse
domains were interviewed, reaching from the political to the design field. Finally, three
points of criticism regarding the traditional Policy Cycle are revealed through an
evaluation of the scientific research and expert interviews:
1. Policymaking as an isolated, linear, and top-down approach.
2. The gap between policy formulation and policy implementation.
3. The lack of active participation in policymaking.
To counteract these points of criticism, the thesis proposes a redesign of the traditional
Policy Cycle, moving toward more human-centredness. The developed new process,
therefore, is guided by the Double Diamond, which exploits vital advantages of Design
Thinking. In addition to the redesigned process, a map is established, showing the
current and preferred state of participation in policymaking. Both attempts clarify the
potential that design can unfold in policymaking.
The symposium touched upon the questions on the future of higher education that are even more frequently coming up today in this peculiar period of pandemic stress. What is a necessary and immediate answer to COVID-19 and what goes beyond? Which developments are accelerated, which are delayed by the pandemic, and which may even change direction?
To tackle these questions, the symposium was split into three sessions, each taking a different view on the future of higher education and hence covering drivers and effects of longer-term change with respect to teaching, via the institutions concerned with higher education to entire education systems. In each of the sessions (1) “Future Skills & Adequate Didactics“, (2) “New Entrants' & Incumbents' Roles“, and (3) “National Systems & Globalization“, experts from employers, educators, education service providers, and education management came together, moderated by the hosts, and discussed the complementary topics in an international perspective.
This bachelor thesis elaborates on how a high fashion brand can transfer its brand val-ues into the online marketing environment. After presenting foundational basics accord-ing to current scientific literature, own empirical research was conducted via two expert interviews. Through the expert interviews, essential knowledge of all relevant topic are-as – advertising, branding, high fashion and online marketing – has been gained and in the end been clustered and summarised to form requirements for a successful brand val-ue transfer concept. The traditional marketing mix of the four Ps has been the basis for the concept, resulting in providing insights and learnings in the fields of product policy, distribution policy, price policy and communication policy. The brand value transfer concept provides strategic background and ideas as well as practical, scientifically-based action approaches for high fashion brands entering the online environment. At the end of the thesis, the concept is evaluated critically and future assumptions on the dis-cussed topics are presented.
On December 9, 2020, we continued the discussion on the future of higher education during the virtual open symposium “Higher Education 2030”. The focus was on drivers and effects of longer-term change with respect to (1) teaching and didactics, (2) institutions in the higher education value creation network as well as (3) national education systems and international schemes (including the interrelations of these three levels).
In the resulting publication, we highlight the results of this discussion of distinguished guests from industry and academia from Europe and beyond. One of the key questions for incumbent as well as new institutions in higher education – whether private or public – is, how to prepare for the dynamically evolving times ahead. The symposium concluded that managing higher education cannot continue unchanged.
Therefore, we embarked next on the topic of “From Future Skills in Higher Education to the Future Skills of Higher Education Managers.” For an initial workshop on May 14, 2021, we reached out to experts from different world regions as well as higher education providers.
The aim was to outline the challenges and the necessary competencies as well as the knowledge and methodologies needed to succeed in the changing context of higher education. The results will address an urgent and important need of preparing for a future – even more uncertain in these times of the COVID-19 pandemic, that was also touched upon as a driver itself and an accelerator to other trends respectively.
Based on the ideas collected in the workshop, the initiative “Higher Education 2030” shall continue working on further publications. In addition, it shall also inform the preparation of master level certificates that eventually lead to an International Higher Education MBA.
“Higher education” will henceforth also be abbreviated as “HE”.
Due to changes in technology and thereby in consumer behaviour companies have to change their marketing measures in order to get to the customer. The effectiveness of traditional media such as TV and print is decreasing. Instead, word of mouth and recommendations get more and more important in the purchase decision-making process. Hence companies try to use online opinion leaders, e.g. fashion bloggers in the fashion segment, to influence the consumers.
This paper focuses on Product Placement in fashion blogs. In this context, the basic theory about product placement and opinion leaders and their importance for marketing is given at the beginning. Subsequently fashion blogs will be examined as a business model with its challenges and success factors. The empirical study itself is based on the research question whether product placement in fashion blogs has a negative impact on the number of followers. In order to answer that question the following hypotheses will be tested:
- Fashion blogs influence the purchase behaviour
- Followers expect neutrality (in the sense of not being dependent on a company)
- Followers leave the weblog because of too much commercialization
The results show that fashion bloggers have an impact on the purchase decision, especially to those that read fashion blogs a lot. Whether followers expect neutrality cannot be answered concretely but there is the assumption that consumers know about sponsored content and usually have a positive attitude towards Product Placement in fashion blogs. But: If the number of placements is too high a reactance on readers side is seen and people start to stop continuing in visiting the weblog. Thus, the frequency of placements plays a significant role when it comes to the success or failure of a fashion blog.
Diese Bachelorarbeit zum Thema „Die neue gesellschaftliche Rolle von Marken bei der Generation Y – Untersuchung zum Erfolgsfaktor Haltung bei der identitätsbasierten Markenführung“ ist von Sven Ossenkopf, Medienmanagement Student, im siebten Semester an der Hochschule Macromedia in Hamburg verfasst worden.
Ziel der Arbeit ist es, herauszufinden, inwiefern sich erfolgreiche Marken zukünftig auch bei weitergehenden gesellschaftlichen und politischen Fragen positionieren sollten. Ist die aktuelle Entwicklung nur ein kurzes Strohfeuer aufgrund einer angespannten politischen Lage oder werden Marken in der Zukunft zu einem Kompass bezüglich Werten und Moral? Fordert gerade die Generation Y immer stärker eine klare Haltung von ihren Marken und inwiefern hängt in Zukunft der unternehmerische Erfolg davon ab.
Zu Beginn werden die theoretischen Grundlagen zu den Themenkomplexen Corporate Social Responsibility und identitätsbasierte Markenführung erläutert. Im Anschluss erfolgt der Blick auf die Praxis, in der grundlegende Aspekte wie Chancen, Nutzen, Risiken und Kosten zum Thema Markenhaltung näher betrachtet werden. Anhand von Fallbeispielen soll aufgezeigt werden, wie eine Markenhaltung erfolgreich kommuniziert werden kann. Die Grundlagen werden anschließend mit den Aussagen aus den Experteninterviews und den Ergebnissen aus der Online-Umfrage mit den vom Autor formulierten Hypothesen verglichen.
Die wissenschaftliche Untersuchung zeigt, dass die Hypothesen verifiziert werden können. Daraus ergibt sich die Verifikation der These: Marken sollten sich auch bei weitergehenden gesellschaftlichen und politischen Fragen positionieren. Gerade in Zeiten von gesellschaftlichen Spannungen, können sich Marken mit einer Haltung vom Wettbewerb differenzieren und so Bedeutung im Leben ihrer Kunden erlangen. Die Generation Y fungiert hierbei als ein wichtiger Treiber. Für eine authentische Markenhaltung, sollte Unternehmensführung und Kommunikation den größtmöglichen Deckungsgrad erreichen.
Within the framework of a bachelor thesis, the requirements for a market-entry got analysed, regarding the programmable textile Lumalive from Royal Philps. As a potential target market, the advertising industry got chosen. Moreover, the Lumalive fabric is to be implemented into the out-of-home environment as a digital screening surface on which advertisement can be placed in future. Due to Lumalive´s conformable texture, an installation into public furniture is feasible and it is an essential part for the implementation into the public limited environment of restaurants.
This approach got established to launch a market re-entry, hence the technology already got exploited in the years 2007-2008, which resulted in a market failure.
The knowledge that was needed for the development of this implementation approach got retrieved from three qualitative expert interviews. Next to the literature that was used in this paper, these interviews devised the requirements which would be essential to achieve the market-entry. The statements of each participant from the gastronomy, the advertising industry and the technology industry, have been treated as the representing statements of the whole industry, which they are presenting.
Within a comparison between Lumalive textile and an imprinted banner textile, it got reviled, that the LED technology of Lumalive outperforms imprinted ad-tools in terms of costs. Furthermore, Lumalive disposes qualitative characteristics, like the multiple usability which enables the cost per square metre to decrease. The thesis also elaborates on the fact, that a relaunch of production would need to consider an increase of Lumalive´s display resolution.
These cost factors and quality factors were taken into account in the establishment of the implementation approach. Herby, the type of advertisement plays an important role when placing product communication at places which are hubs for interpersonal communication. It got concluded that implicit advertisement could become they type of ad, that can be displayed on Lumalive installed in a parasol.
With this implementation approach and Lumalive´s ability to outperform imprinted OOH media in terms of costs and quality, a possible market entry for the LED textile became realisable.
The world has always been in a state of continuous change. It concerns different topics and areas of life. The central element of this change is innovation which always produces something new by combining the most diverse disciplines. But many people perceive an accumulation of the term innovation in the messages of companies. This Master's thesis examines the development process of innovations and in particular the role of communication before, during and after this process and the stakeholders towards the market. The effects of corporate communication on the perception of customers are also examined.
An dieser Stelle möchte ich mich bei allen bedanken, die zum Gelingen dieser Arbeit beigetragen haben. Ein besonderer Dank gilt meiner Freundin Franziska, die meine Stimmungsschwankungen in den letzten Monaten mit einer bemerkenswerten Ruhe und Gelassenheit ertragen, mich bedingungslos bei all meinen Vorhaben in den letzten Jahren unterstützt hat und zudem für das Lektorat dieser Arbeit verantwortlich ist. Bedanken möchte ich mich auch bei meiner gesamten Familie für die großartige Unterstützung, auch in finanzieller Hinsicht, ohne die dieses Studium nicht möglich gewesen wäre.
Ein großer Dank gilt auch der S-Bahn Hamburg, bei der ich über die gesamte Dauer des Studiums als Werkstudent im Bereich Fahrgastmarketing tätig war, für das großzügige Beisteuern der Incentives. Insbesondere möchte ich mich auch bei meinen Vorgesetzten bedanken, die mir ein hohes Maß an Flexibilität bei meiner Arbeit gewährt haben. Aus der täglichen Arbeit bei der S-Bahn entsprang auch die Idee zu dieser Arbeit. An dieser Stelle möchte ich darauf hinweisen, dass es sich bei der vorliegenden Studie jedoch nicht um eine Auftragsarbeit der S-Bahn Hamburg handelt. Die Idee und die Umsetzung erfolgten aus eigener Motivation und ohne inhaltliche Beeinflussung der S-Bahn Hamburg.