Department of Marketing

Master

Teaching concept in the Master's study Business Administration

Course Modul Short Description

Marketing-Forschung

(Marketing Research)

SBWL Marketing

First, this lectures introduces in the general basics of the quantitative market research (e. g. test theory). Following on that different multivariate analyses will be discussed (e. g. regression analyses, factor analyses, structural equation models). Parallel to the lecture, a colloquium in the PC laboratory will take place. Students achieve knowledge about the use of multivariate analyses with applications SPSS and PLS. The course performance consists of an exam grade and eventual additional performances. The lecture is oriented on the text book "Lehrbuch Marketing-Forschung".

Forschungsseminar

(Research Seminar)
 

SBWL Marketing

Students work independently on a topic in the area of marketing (e. g. health marketing, communication policies, consumer behavior, marketing concepts etc.). They conduct own studies and write a seminar report and present the results in a verbal presentation, which will be discussed afterwards.

Interkulturelles Marketing

(Intercultural Marketing)

SBWL Marketing

This lecture deals with central marketing aspects from an intercultural perspective (e. g. dimensional culture approaches, etic vs. emic models). Parallel to the lecture, a tutorial will take place. The performance consists of an exam grade and eventual additional performances.

Marketing Communication  SBWL Marketing

The lectures focuses on central contents of communication policies (e. g. advertisement techniques, media planning, conviction techniques). Additionally, methods for the efficiency verification of different communication activities will be discussed. Parallel to the lecture, a tutorial will take place. The lecture will be in English. The performance consists of an exam grade and eventual additional performances.

 

General information:

UnivIS:

Room and time information for current lectures can be found in the course overview in UnivIS.

OLAT:

Additional information along with the opportunity to register to the courses can be found in OLAT.

Master Thesis:
Information for students who want to write their master thesis at the Department of Marketing can be found here.

A guideline for the application for a master thesis at the Department of Marketing can be found here.