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MTM Selected Issues:
The Antecedents of Customer Engagement: An Empirical Analysis of Media and Technology Customers
(Master – SS '20)

R. Kunz

2 SWS, 6 CP

Fridays, 12:30 - 17:30 am

Location: S310, Pohligstr. 1, ground floor

Start: Apr. 17, '20

Held in English

Mandatory Pre-Assignment due April 09, '20, 11:00 a.m. – see below

Overview

On the basis of existing studies published in journals of high relevance for media and technology management students will discuss papers and derive hypotheses to be tested in an empirical study. Students will collect and analyze quantitative data in groups. Basic knowledge in statistics, experiment/survey design, and multivariate analysis is recommended, but can also be acquired during the course. The course aims at preparing the students for empirical research studies (e.g., master thesis).

Topics to be covered are

- Customer Engagement

- Proactive Personality Traits

- Big Five Personality Traits

Group formation will be organized on May 08, '20 by the professor. Students’ preferences will be taken into account.

Dates and Location (max. 5 dates)
Apr. 17 (mandatory kick-off), May 08, May 15, June 05, Jun. 19, Jul. 03 -- all ’20 -- all sessions take place in S310, Pohligstr. 1, ground floor.

Pre-Assignment due Apr. 09, '20, 11:00 a.m.

Conduct a literature search on the concept of customer engagement. Define the term customer engagement based on existing literature (approx. 150 words). Further, search for literature that deals with the antecedents of customer engagement. Give a short overview of the customer engagement antecedents you have identified in the literature (approx. 600 words).

Formal requirements:
- Have your Name, Matr.-Number, sMail address and study program and its start date on top of the first page; then continue typing, no cover sheet
- Times New Roman 12 pt, single-spaced
- Scientific writing style – no jokes, no slang, hardly any passive voice
- References IN THE TEXT (no footnotes), avoid "ibid."
- Consistent format (including spacing)
- Page numbers of references only for word-by-word citations
- Complete reference list formatted appropriately with all required information per file (see mtm.uni-koeln.de) – even if it is only one source.

Delivery:
Please send an eMail from your sMail account to Prof. Dr. Kunz (reinhard.kunz<at>uni-koeln.de) and Mrs Kleer (nicola.kleer<at>uni-koeln.de) and attach a non-protected word file (.doc or .docx)
- Subject line: SelIssues-ACE-PreAssign-Lastname – no 'UNMLAUTE' and NO underscore!
- File name: SelIssues-ACE-PreAssign-Lastname.doc(x) – no 'UNMLAUTE' and NO underscore!

Grading
- Pre-Assignment (10%, individual) – due Apr. 09, '20, 11:00 a.m. via eMail (see above)
- Assignments and discussions during the sessions (30%, individual or group)
- Final presentation (30%, individual or group)
- Final paper – based on the final presentation (30%, individual or group)
All grading elements have to be passed in order to pass the course.
"Alle Prüfungselemente müssen mindestens bestanden sein."

Required Course Registration starting from Jan. 22, '20, until Apr. 09, '20, 11:00 am

A successful registration for the examination requires

(1) an MTM-Master-Account [Additional Privacy Policy],

(2) online registration HERE [Additional Privacy Policy] for THIS course, AND

(3) a signed application form in our mailbox, Pohligstr.1, 50969 Cologne

On Apr. 09, '20, we will forward the participant list to KLIPS / WiSo-PA, which will allow you (only those registered for the course) to register for the examination. After that you can and must register for the examination by Apr. 11, '20. We will send those of you registered a reminding eMail to your sMail account.

Notwendige Veranstaltungsanmeldung beginnend ab 22. Jan. '20, bis 09. Apr. '20, 11:00 Uhr

Eine erfolgreiche Anmeldung erfordert

(1) einen MTM-Master-Account [Zusätzliche Datenschutzbestimmungen],

(2) Online-Anmeldung [Zusätzliche Datenschutzbestimmungen] für die Veranstaltung

(3) unterschriebenes Anmeldeformular in unserem Briefkasten, Pohligstr.1, 50969 Köln.

Am 09. Apr. '20 leiten wir die Teilnehmerliste an KLIPS / WiSo-PA. Daraufhin können und müssen Sie sich selbst bis zum 11. Apr. '20 für die Prüfung anmelden. Wir werden den für die Veranstaltung Angemeldeten eine Erinnerungsmail an ihr sMail Account senden.