Lectures of the Institute

The exercise is offered as a supplement to the Business Administration II (Marketing) module. Selected tasks are used to reinforce the key lecture content (strategic marketing and information bases for marketing decisions, consumer behavior, marketing mix, international marketing, etc.).

Walsh, G.; Dose, D. B.; Funke, C. (2022): Marketingübungsbuch – Aufgaben und Lösungen, 3. Aufl., Springer Gabler.

Students should understand the goals and tasks of marketing, learn about relevant issues regarding information gathering in marketing and the basics of strategic marketing planning, gain an overview of key decision-making factors within the instrumental areas (known as the marketing mix), and learn about current developments in marketing. Structure of the course:

• Fundamentals of marketing
• Principles of strategic marketing
• Consumer behavior
• Marketing research
• Product policy, pricing policy, communication policy, and distribution policy
• International marketing and service marketing.

Walsh, G.; Deseniss, A.; Kilian, T. (2020): Marketing: Eine Einführung auf der Grundlage von Case Studies. 3. Aufl., Springer Gabler.

The design, implementation, and evaluation of empirical market research represent important skills for both research and business practice. Under guidance, students will learn how to conduct application-oriented or empirical investigations on current questions in marketing research. This includes planning a study, conducting data collection, analyzing the data, and deriving implications from the results in the form of a written report.

Pre-registration is carried out via an online form. Important information about the pre-registration deadlines and additional seminar details can be found in the continuously updated seminar profile.

Attendance is mandatory for all seminar sessions (usually two to three sessions). If you are unable to attend one of the sessions, participation in the seminar is unfortunately not possible. However, if you miss the kick-off session due to certified illness and contact us before the kick-off session, we will still enable you to participate in the seminar and will assign you a topic to be completed as an individual assignment.

Examiner: Prof. Dr. Walsh

In this course, students gain a comprehensive understanding of market research and the most important methods for collecting and evaluating marketing data. In addition, the basic principles of the multivariate methods covered are explored in depth using real-world examples and data. In the exercise, the methods learned in the lecture are reviewed and taught in a practical manner using the statistical analysis software SPSS.

Will be announced during the course.

Attendance at this event is strongly recommended for students who plan to write their thesis at the Institute for Marketing and Management.

In this course, students gain a comprehensive understanding of market research and the most important methods for collecting and evaluating marketing data. In addition, the basic principles of the multivariate methods covered are explored in depth using real-world examples and data. In the exercise, the methods learned in the lecture are reviewed and taught in a practical manner using the statistical analysis software SPSS.

Will be announced during the course

Attendance at this event is strongly recommended for students who plan to write their thesis at the Institute for Marketing and Management.

Presentation and critical discussion of master thesis projects.

The scientific discourse in the marketing discipline continuously produces new questions, which can be theoretical or more practice-oriented in nature. A fundamental aim of marketing research is to contribute to this discourse. At an advanced level, students will discuss scientific journal articles and develop research ideas with respect to contributing to the scientific discourse.

To be announced in the course.

Strategic marketing is a critical aspect for organisations to achieve long-term success and competitive advantage. It refers to the development and implementation of long-term, targeted plans to understand market conditions, fulfil customer needs and achieve business objectives. In this seminar, students will develop an understanding of strategic issues and decisions. Students enhance their skills in strategic analysis and problem solving by dealing with a practical and concrete use case.

To be announced in the seminar.

Pre-registration is done via a web form. Important information about pre-registration deadlines and further seminar details can be found in the continuously updated seminar description.

Attendance is mandatory for all seminar sessions (usually two to three sessions). If you are unable to attend one of the sessions, participation in the seminar is unfortunately not possible. However, if you miss the kick-off session due to certified illness and contact us before the kick-off session, we will still enable you to participate in the seminar and will assign you a topic to be completed as an individual assignment.

Students learn about psychological models, concepts, and theories and how to apply them to real marketing contexts. By engaging with published research findings in the field of consumer psychology and analyzing practical case studies, students improve their ability to interpret consumer behavior across three key purchase phases (before, during, and after purchase) and to derive well-founded recommendations for marketing strategies.

To be announced in the course.