Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research

Prof. Dr. Sabine Baumann is Professor for Media Management and Economics at the College of Management, Information, Technology at Jade University in Wilhelmshaven, Germany. Before rejoining academia as Professor of Business Administration and Media Management at Wedel University she worked for Bertelsmann, Germany's largest media conglomerate, in various positions including Director of their Content Management Competence Center. Besides teaching a variety of courses in media and corporate communication management, her current research interests lie in cross-media publishing, media branding, and social media networks. Her recent publications investigate media ownership and finance structures using innovative graph-based methods and hybrid organisational strategies for media companies.

Baumann studied business administration, economics and computer science at the University of Paderborn (Germany), Trent Polytechnic Nottingham (United Kingdom) and St. Olaf College, Northfield, Minnesota (USA). She graduated as Master of Business Administration in 1992 before joining the University of Paderborn as research associate. She was awarded her PhD in Business Administration in 1998 from Paderborn.

Professional experiences include quality assurance at Audi AG in Ingolstadt (Germany), and projects on document workflow management as well as coordination of international projects at University of Paderborn. Sabine joined the division of Corporate Information Systems at Bertelsmann mediaSystems in 1998 as application developer and consultant in the music and publishing divisions. She became a founding member of an advisory group on content management. She grew the group to a Content Management Competence Center that she then headed as Director. The Competence Center develops cross-media publishing solutions for international media organizations in book and magazine publishing, the music and television industries. As technical project manager she supervised the development of an issues management platform for Bertelsmann‘s Corporate Communication. The resulting IM-Net received the German Public Relations Award.

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