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Hochschule Landshut Sitepackage
Business Administration
Overview

Prof. Dr. Buerker

Professor of Marketing, Communication and Market Research


My teaching areas

  • Strategic corporate and brand positioning
  • Corporate communication
  • Content strategies and campaigns
  • Employer communication and employer branding
  • Media and communication psychology
  • Surveys in marketing
  • Market research and data analyses with SPSS
Overview

University and lecturer activities

I was appointed Professor of Marketing, Communication and Market Research at Landshut University of Applied Sciences (HAW) in the 2016/2017 winter semester. Until 2016, I was Professor of Public Relations and Communication Management at the Media and Graduate School of the private Macromedia University of Applied Sciences on the Munich campus. There, I helped set up the Public Relations and Communication Management degree programme for five locations. One of my student groups was nominated for the PR Report Award and was honoured as one of the three best entries in the "Student of the Year" category.

For over 20 years, I was a lecturer for PR strategies and crisis communication at the Akademie der Bayerischen Presse (ABP). I was a lecturer for strategic corporate communications at the Institute for Communication Science and Media Research (IFKW) at the Ludwig Maximilian University in Munich. I also lectured at the Ravensburg Cooperative State University and at the Institute of the Frankfurter Allgemeine Zeitung.

My topic: Media and communication

Communication, media and marketing are undergoing a huge transformation. Social media has turned companies' target and stakeholder groups into influential dialogue and business partners. They demand more transparency, quick reactions and this on as many channels as possible and around the clock. At the same time, marketing thinking has extended to human resources and capital markets. Communication has taken on strategic importance.

Companies and organisations can only respond to this "new" world with a holistic and integrated management approach. This requires systematic knowledge and good training in methods and techniques. I would like to make a contribution to this. My aim is to combine theory and practice. To this end, I also utilise the possibilities of empirical research - from analysing the initial situation to measurement and control in evaluation and controlling.

Co-operations and practical projects

I regularly carry out practical projects with business partners as part of my courses, and I also offer guest lectures in my seminars and lectures by experienced practitioners from the fields of corporate communications and marketing.

If you are interested in working with me, you can contact me directly. I would be happy to talk to you personally. You can reach me by phone on (0160) 9446 2991 or by e-mail at michael.buerker@haw-landshut.de.

You can find an overview of my previous practical projects with corporate partners under "Kommunikation weiterdenken".

Research and publications

My main topics

  • Trends in PR and corporate communications
  • Strategic corporate and brand communication
  • Content marketing and strategies
  • CSR and sustainability communication
  • Fake news, disinformation and generative AI
  • Psychology and sociology in communication management
  • Empirical research methods in analysis, PR evaluation and communication controlling
  • Communication of start-ups, SMEs and supervisory boards

You can find an overview of my publications in scientific journals and specialised media under "Kommunikation weiterdenken".

I am happy to make my studies and publications available on request. Please send an e-mail to michael.buerker@haw-landshut.de.