The event began with an academic look at the strategic opportunities for media providers in a changing world. The focus was particularly on the success factors of advertising marketing in an economically and technologically evolving media landscape. Based on the scientific paper by Prof. Dr. Ingo Knuth entitled "The Impact of Product Quality on Advertising Media Planners' Satisfaction", the seminar offered well-founded insights into the topic.
In the course of the semester, the students also had the unique opportunity to gain concrete practical insights. Well-known companies from the media industry provided guest lectures and thus enabled the students to gain a direct insight into current strategies and trends. Companies such as Ströer, ProSiebenSat.1 and YouTube offered valuable insights into areas such as out-of-home advertising, television marketing and online video marketing.