معرفی
Prof. Jörg Tropp is a Professor of Media and Communication at Pforzheim University, specializing in strategic corporate communications, media economics, and marketing. He holds a PhD from the University of Siegen (1996) and a habilitation from the University of Halle-Wittenberg (2004). His career includes academic roles at institutions like the Universities of Halle, Münster, and Madrid, alongside leadership in international communication firms such as Leo Burnett and Wunderman.
- Education:
- Magister Artium in Social Sciences, University of Bonn (1989)
- PhD in Social Sciences, University of Siegen (1996)
- Habilitation in Social Sciences, University of Halle-Wittenberg (2004)
Research focuses on transforming marketing communications in the digital age, emphasizing consumer agency and interactive media strategies. Key interests include brand management, media planning, and the ethical implications of advertising. Recent projects explore influencer marketing effectiveness, quality media models, and CSR communication.
Publications span over 30 years, addressing topics like advertising innovation, consumer behavior, and media economics. Notable contributions include books such as Vernetzte Verführungen (2022) and Modern Marketing Communication (multiple editions).
He advises firms and NGOs, chairs academic conferences, and reviews for journals like the Journal of Marketing Communications. Current projects include redefining advertising's self-concept amid technological disruption and exploring owned media management strategies.
