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EMAC 2021 Annual Conference

How to overcome Human error in IT-Security - The employment of Marketing and Sales in the Cyber Security Awareness Training Sector.

Published: May 25, 2021


Nils Hünemeier, University of Bochum; Benedikt Hirschfelder, University of Cape Town; Sascha Alavi, University of Bochum


One of the best defenses against cybercrime is to train the users on cyber security awareness as 50% of successful attacks could be avoided, if users where more aware of today’s cyber threats. Unfortunately, only 40% of German companies train their employees regarding cybercrime. Therefore, the marketing of Cyber Defense Awareness (CDA) Trainings is extremely important to secure company data and the wellbeing of the European economy in the long run. The aim of this paper is to explore possible marketing channels to further sell and employ CDA Trainings. In order to combine the fields Cyber Security and Marketing, this interdisciplinary study developed a framework providing insights into customer interest while searching for CDA Trainings. The results illustrate the ability to influence potential customers and provide a basis for future research.