New PhD student at MGMT - Madeline Isabel Morgenthal

Hi everyone!
My name is Madeline, and I joined the Department of Management as a new PhD student on the 1st of September 2024. I’m very excited to be here and I thank you all for the warm welcome.

A bit about my background: I completed my Bachelor’s in Economics and Business Administration, focusing on Marketing at the University of Applied Sciences Berlin. My passion for marketing led me to pursue a Master’s in Marketing at Aarhus University, where my interest in Social Media as a strategic tool truly blossomed. After a year working in Retention Marketing in Berlin, Germany, I’m so excited to return to Aarhus and the University.

My interest in the strategic use of social media as a marketing tool was sparked during my studies and was a key component of both my theses. Over the next three years, I look forward to investigating the role of social media content in nature and animal conservation marketing in my project. In detail, I will have a closer at the influence of certain content elements on the user in the form of awareness generation, interest, and action on different social media platforms in various media formats. My goal with this PhD project is to fill a theoretical research gap and point out innovative, future-oriented practical guidance for conservation stakeholders like charitable and non-profit organizations.

When I’m not at work, you’ll most likely find me enjoying nature and staying active through hiking, cycling, horseback riding, or traveling. Additionally, I strive to find balance by engaging in creative activities like drawing and painting, which help me unwind and express myself.

I’m always up for a chat about research or whatever comes to mind. You can find me at 2623 - D207.