TUM Project Study: Earned LinkedIn Media for Enterprise

01About us

Mediacharge GmbH is a Munich-based, internationally oriented marketing agency with ten years of experience in cutting-edge marketing for international enterprises. Operating in 14 languages, we combine first-tier strategic consulting with hands-on operational excellence, measured against business results.

02Project description (TUM Project)

This project study explores what turns an enterprise’s own people into LinkedIn voices that measurably drive Sales, Recruiting or Employer Brand. Using Mediacharge and its enterprise clients as the case environment, it examines how earned media, meaning content published by real people rather than paid brand channels, creates business impact.

The project combines a business strategy perspective - objectives, the right people and measurable outcomes - with a content and platform perspective, focusing on talent profiles, content types, success patterns and the time it takes to build an effective voice.

03Objectives of the project study

• to classify enterprise objectives for earned LinkedIn media (Sales, Recruiting, Employer Brand),

• to identify which talent profiles and content types work best for each objective,

• to derive success patterns, including what it takes and how long it takes to see results,

• to develop one strategy blueprint per objective and an impact model to measure business effect.

04Main task and methodology

Students explore the topic through research, interviews and real enterprise cases (month 1), classify goals, talent profiles and success patterns (month 2), and build strategy blueprints, a final report and a pitch to Mediacharge leadership (month 3). Recommended methods include desk research, expert interviews, enterprise case analysis, benchmarking and impact modelling.

05Student requirements

Students are fascinated by marketing at international enterprise scale, work analytically and build things that hold up in practice. Strong results open the door to a next conversation with Mediacharge.

06Project scope and application

Preferred scope: 3 months in three phases: Explore, Analyse, Build

Number of students: 3-5

Supervision: A Mediacharge supervisor with direct input from enterprise practice; final pitch to leadership

Client access: Mediacharge enterprise clients, on request and case by case

Research budget: €2,000, released for a defined purpose agreed with the supervisor

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