Courses at the chair of Marketing
Students with knowledge of marketing are highly sought after and can work in many different areas. Companies frequently search for product and brand managers as well as employees for customer relationship management, sales, or in market research. In addition, consulting firms and agencies offer interesting jobs, e.g. in online marketing, advertising, media planning, or PR. To properly educate students for these very heterogenous fields, foundational knowledge of business administration and marketing must be taught. You can find suitable courses at the chair of Marketing.
| Module | Target audience | Winter Term 2022 / 2023 | Summer Term 2023 | Winter Term 2023 / 2024 |
|---|---|---|---|---|
| Marketing and Production Management | Bachelor | x | x | x |
| Online Marketing, Data Collection and Management | Bachelor | x | x | x |
| Innovation Factory | Bachelor/Master | x | x | x |
| Methods of Scientific Working | Bachelor/Master | |||
| Innovation Marketing | Bachelor/Master | x | x | x |
| Marketing Advanced Research Seminar | Master | |||
| Market Research and Data Analysis | Bachelor/Master | x | ||
| Consumer Behavior and Decision Process | Master | |||
| Entrepreneurial Marketing | Bachelor/Master | x | ||
| Marketing Simulation Game | Bachelor/Master | x | x |
Marketing and Production Management
The module "Marketing and Production Management" is divided into two courses: "Fundamentals of Marketing" and "Introduction to Production and Service Management". In "Fundamentals of Marketing", an overview of the tasks, objectives and relevance of marketing in the context of managerial activity is given. You will receive an introduction to strategic as well as operative marketing measures in the areas of product, price, communication and distribution policy and learn the basic methods of market research.
For more details on the module, see the module description and the current ISIS course.
Online Marketing, Data Collection and Management
The aim of the course is to familiarize students with the possibilities of collecting and using data in marketing. Based on current issues in data-driven marketing, students analyze how customer data is used in different industries. Thereby they get to know different application scenarios and learn about the development of strategic concepts as well as the software-technical implementation of measures. By working in teams with different expertise, experience and skills, students can also enhance their teamwork and communication skills.
For more details on the module, see the module description and the current ISIS course.
Innovation Factory
The Innovation Workshop is an interdisciplinary, four-week practical project for students of all degree programs that can be credited with up to 12 ECTS. Under scientific guidance, you will work intensively in a team to solve a real problem that a company is currently facing. In addition to developing strategic and operative marketing measures, you will train your project management skills on a concrete case. The project work includes the development of a project plan, the control of your progress, the compliance with the set goals and a final presentation of your results to the practice partner.
For more details on the module, see the module discription and the current ISIS course. If you have any further questions, please feel free to write us an email.
Innovation Marketing
The course provides an overview of the principal concepts in the marketing of innovative products and services. The course covers marketing issues across the major phases of the innovation process - starting with strategic marketing planning activities and ending with the market introduction of the innovation. The course will explore different types of innovation and their marketing implications, the development of new products and services, internal and external innovation barriers, methods of gathering market intelligence, consumer adoption decisions and innovation diffusion patterns.
For more details on the module, see the module description and the current ISIS course. For further questions please contact Florian Waldner.
Market Research and Data Analysis
The advancing digitization provides market researchers with new relevant data. Data handling and analysis are becoming increasingly important in companies, as more and more decisions are based on data. In this course you will learn the fundamentals of planning and conducting a market research project. The project includes of the following steps: Identify and formulate the research question, operationalize the question, prepare the data collection, select the sample, implement the survey, and finally, analyze the data and present the results. Relevant methods and tools are taught and applied in real-life case studies. After completing the course, students will be able to plan and implement a market research project.
For more details on the module, see the module description and the current ISIS course.
Entrepreneurial Marketing
Entrepreneurship is considered the liberal art of business education and involves keeping an open mind, thinking outside the box, reevaluating your own views on entrepreneurship, and intellectually challenging your peers. Entrepreneurship is a way of thinking and acting.
The EM course will help participants to understand the marketing phenomena in the case of a new start-up and entrepreneurial environment. We will look at how to market new and innovative products alongside traditional and "me too" products.
For more details on the module, see the module description and the ISIS course.
Marketing Simulation Game
In the course of this module students first learn the basics of marketing management by working on different topics and presenting these topics. In the second part of the class students play a computer-aided simulation game named “Markstrat”, which focuses on the managerial issues arising when operating marketing decisions. Students are divided in teams (companies) and operate as marketing managers. Each team’s actions will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.
For more details on the module, see the module description.
Methods of Scientific Working
*** The module is currently not offered! ***
The course „Scientific Reports“ is supposed to enable students to evaluate scientific sources, to process them goal-oriented, to write own papers of high scientific standard, and to present the findings with the help of informative slides. This course provides insights into the essentials of scientific work. Fundamental knowledge in searching, evaluating, and processing literature, as well as in developing, structuring, and drafting scientific papers will be taught. Besides that, different presentation techniques will be part of the class. The course is fundamental for writing a successful thesis.
For more details on the module, see the module description.
Consumer Behavior and Decision Making Processes
*** The module is currently not offered! ***
The course encompasses two parts. First, students learn the basic principles of consumer behavior. Then, we discuss cognitive and affective aspects of information processing and show their influence on consumer decision making. Based on research papers, we learn about several of these influencing aspects, such as assortment size, product presentation, emotion-laden contexts and decision sequences. We show how marketers can use consumer behavior insights when planning marketing strategies. Thus, the lecture deals with the explanation and influence of consumer behavior. The second part provides insights on research methods in consumer behavior and their application. Students work in small groups and replicate selected research studies. We teach how to develop research hypotheses, how to design a questionnaire, how to run a study using an online-software, and how to present and critically reflect on the results.
For more details on the module, see the module description.
Marketing Advanced Research Seminar
*** The module is currently not offered! ***
In this project course, knowledge acquired in other marketing modules is applied directly to a current marketing related problem from the entrepreneurial context. The course can be taught in cooperation with companies and can be focused on the development of operational and strategic marketing measures. The students get theoretical input on market research methods to realize a structured secondary analysis and usually also a primary analysis. Another important objective of this course is to deepen skills in teamwork, communication and presentation.
For more details on the module, see the module description.
Aktuelle Themen aus Marketingpraxis & -forschung
*** The module is currently not offered! ***
In this project course, knowledge acquired in other marketing modules is applied directly to a current research-related problem or to a real-world example. The course can be taught in cooperation with companies and can be focused on the development of operational and strategic marketing measures. In addition to teaching marketing theory concepts, software can also be used to simulate marketing strategies, allowing students to make their own marketing-related decisions. Another important objective of this course is to deepen skills in teamwork, communication and presentation.
For more details on the module, see the module description.
