Project Study with Mediacharge: Earned LinkedIn Media for Enterprise

Industry project study offered by the Professorship of Marketing & Technology (Prof. Dr. David Finken), TUM School of Management, together with Mediacharge.

Mediacharge is a Munich-based international marketing agency working in 14 languages (https://www.mediacharge.com). Its enterprise clients are the case environment for this study.

What turns an enterprise's own people into LinkedIn voices that measurably drive Sales, Recruiting and Employer Brand? Earned media, content published by real people rather than paid brand channels, is becoming a key lever, but it is still unclear which objectives it serves best, which people and content types work, and how long impact takes.

What you will do:

• Desk research, expert interviews and analysis of real enterprise cases
• Classify objectives (Sales, Recruiting, Employer Brand) and the talent profiles and content types that work for each
• Derive success patterns, including what it takes and how long it takes to build an effective voice
• Develop one strategy blueprint per objective and an impact model, presented in a final pitch to Mediacharge leadership

Team: 3–5 students · Duration: 3 months · Start: from November 2026
Research budget: €2,000; strong results can lead to a follow-up conversation with Mediacharge.

Full details on all our project studies: https://www.msl.mgt.tum.de/en/mt/teaching-student-matters/project-studies-idp/