{"id":12379,"date":"2019-08-30T09:16:01","date_gmt":"2019-08-30T07:16:01","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=12379"},"modified":"2021-12-22T13:27:58","modified_gmt":"2021-12-22T12:27:58","slug":"master-sports-business-and-communication-praxisprojekt-studierende-analysieren-branded-social-media-content-fur-lobeco","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/2019\/master-sports-business-and-communication-praxisprojekt-studierende-analysieren-branded-social-media-content-fur-lobeco\/","title":{"rendered":"Master Sports Business and Communication Praxisprojekt: Studierende analysieren Branded Social Media Content f\u00fcr LOBECO"},"content":{"rendered":"<p>Praxisprojekte in Zusammenarbeit mit Unternehmen, Vereinen und Verb\u00e4nden aus der Sportbranche sind ein wichtiges Element des Studienprogramms <a href=\"https:\/\/www.munich-business-school.de\/de\/programme\/master-sports-business-and-communication.html\">Master Sports Business and Communication<\/a> (SBC) an der Munich Business School. Durch die Praxisprojekte erhalten die Studierenden die M\u00f6glichkeit, schon w\u00e4hrend ihres Studiums praktische Erfahrungen im Sports Business zu sammeln und wichtige Kontakte in der Branche zu kn\u00fcpfen. Auf der anderen Seite profitieren die Partnerunternehmen von den frischen Ideen und innovativen L\u00f6sungsans\u00e4tzen der Studierenden.<\/p>\n<p>Im letzten Semester haben die Master-Studierenden Praxisprojekte mit der Digitalberatung <a href=\"https:\/\/www.lobeco.org\">LOBECO<\/a>, dem Sportanalysetool-Entwickler <a href=\"https:\/\/kinexon.com\/\">Kinexon<\/a> und den Bundesliga-Handballerinnen der <a href=\"http:\/\/handball-tussies.com\/\">TusSies Metzingen<\/a> umgesetzt. Letzte Woche haben wir uns einem <a href=\"https:\/\/www.munich-business-school.de\/insights\/2019\/praxisprojekt-master-sports-business-and-communication-tussies-metzingen\/\">Projekt mit den TusSies Metzingen und dem SocialMedia Institute<\/a> gewidmet; heute geht es mit dem LOBECO-Praxisprojekt weiter.<\/p>\n<p><strong>Analyse von Branded Social-Media-Content im Fu\u00dfballsponsoring <\/strong><\/p>\n<p>LOBECO, eine Agentur f\u00fcr Social-Media-Beratung und digitale Strategien, unterst\u00fctzt Vereine, Verb\u00e4nde und Unternehmen aus dem Sports Business dabei, sich in den sozialen Medien optimal zu pr\u00e4sentieren. Branded Content \u2013 die werbliche Integration von Sponsor*innen auf den Social-Media-Kan\u00e4len von Sportvereinen \u2013 spielt dabei eine wichtige Rolle.<\/p>\n<p>Um Vereinen und ihren Werbepartner*innen Handlungsempfehlungen zur Optimierung von Branded Content geben zu k\u00f6nnen, beauftragte LOBECO ein Team von MBS-Studierenden: Aufgabe von Miriam Stoll, Maximilian Brecht, Marius Junker und Pascal Steinmann war es, aussagekr\u00e4ftige Messkriterien zu entwickeln und mit deren Hilfe Branded Content auf den vereinseigenen Facebook- und Instagram-Kan\u00e4len vom FC Bayern M\u00fcnchen, Real Madrid und Manchester United qualitativ zu analysieren.<\/p>\n<p>Die Studierenden verfolgten \u00fcber einen Zeitraum von dreieinhalb Monaten entsprechende Social-Media-Postings der drei Top-Clubs. Anhand der Authentizit\u00e4t, Textintegration, Emotionalit\u00e4t, Sichtbarkeit der Sponsorings bzw. Produktes und anderer Faktoren bewerteten sie, inwieweit die Sponsor*innen integriert werden. Die Integration ist dabei nat\u00fcrlich kein Selbstzweck, sondern zielt schlussendlich auf die Verbesserung von Image, Reichweite und Abverkauf der Produkte.<\/p>\n<p><strong>Sportlicher Erfolg als wichtigstes Kriterium f\u00fcr erfolgreichen Branded Content <\/strong><\/p>\n<p>Aufbauend auf der Analyse des Status Quo entwickelten die Studierenden wie beauftragt ein Portfolio an Ratschl\u00e4gen und Handlungsempfehlungen f\u00fcr die strategische Optimierung von Branded Content.<\/p>\n<p>Das Fazit der SBC-Studierenden: \u201eDas wichtigste Kriterium ist der sportliche Erfolg. In Zeiten der sportlichen Krise kommen insbesondere werbliche Posts sehr schlecht an. [\u2026] Wichtig ist zudem, regelm\u00e4\u00dfig Posts zu setzen, ohne dabei inflation\u00e4r zu werben [\u2026]. Schlussendlich kommen authentische Posts, die in den sportlichen Alltag eingebettet sind und nicht gestellt wirken, besser an als Studio-Aufnahmen oder Posts, bei denen das Produkt im Fokus steht [\u2026].\u201c<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Praxisprojekte in Zusammenarbeit mit Unternehmen, Vereinen und Verb\u00e4nden aus der Sportbranche sind ein wichtiges Element des Studienprogramms Master Sports Business and Communication (SBC) an der Munich Business School. Durch die Praxisprojekte erhalten die Studierenden die <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/2019\/master-sports-business-and-communication-praxisprojekt-studierende-analysieren-branded-social-media-content-fur-lobeco\/\" title=\"Master Sports Business and Communication Praxisprojekt: Studierende analysieren Branded Social Media Content f\u00fcr LOBECO\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":12381,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,81,86,95,16,30],"tags":[7119,6410,393,394,2869,544,6583,548],"coauthors":[685],"class_list":["post-12379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-projekte","category-marketing-sales-de","category-master-sports-business-and-communication-de","category-mbs-de","category-mbs-news-de","category-studierende","tag-branding-de","tag-business-projekt","tag-markenfuhrung","tag-marketing","tag-social-media-marketing-de","tag-sportbusiness","tag-sportkommunikation","tag-sportmanagement"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Master Sports Business and Communication Praxisprojekt mit LOBECO<\/title>\n<meta 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