Tuesday | 10. April 2018

Gold Media Award: Macromedia-Graduate honoured for innovative thesis


With her Bachelor thesis, titled „Programmatic Advertising – Killer of Creativity or brand booster? Creative work under the influence of data driven automation in digital advertising“ the Macromedia graduate Anna-Marina Steinberger chose a hot topic of today’s advertising industry. The jury of the Gold Media Awards recognised this by honouring her research as an “innovative thesis in media economics”. And the hosts of the successful life-entertainment-show “Apassionata” seized the opportunity to recruit her as Online-Marketing-Manager. Congrats to that!


„The list of submitted final theses reads like a modern guide for digitalization in today’s media industry“, Prof. Dr. Klaus Goldhammer, head of the jury, comments on the second round of the recently conferred Gold Media Awards. The assessment criteria of the award are: high topicality of the research results, choice of scientific method, level of innovation and the potential benefits which arise through the paper. 

Anna-Marina Steinberger’s thesis was one out of 13 awarded papers and at the same time one of the only four honored bachelor theses. All the other papers including the top three were master theses or even doctoral theses.

Recognised theses are a major advantage for the career entry

As an expert in Brand Communication and Advertisment, Prof. Dr. Brigitte Kleinselbeck was the main examiner of the thesis. She knows that employers pay particular attention to applicant's theses: „Human Ressource managers tend to withdraw a lot of underlying information based on the topic and choice of scientific method. Are the students familiar with current trends in the discipline? What is their work ethos like? How do they cope with working out a research topic on their own? My experience has shown that graduates who chose challenging and distinguished topics have a clear advantage on the job market.“

Please click here to find further information about Media and Communication Management (B.A.).

(IMH, translated by Christiana Bukalo)


Macromedia-graduate Anna-Marina Steinberger was recognised for her innovative thesis dealing with "Programmatic Advertising”. Photo: private

Acting as representative of her Bachelor programme Anna-Marina Steinberger held a speech at the Absolvia ceremony. Photo: Stefan Walter

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