Institut für Marketing
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Advanced Strategic Marketing

Supervision: Univ.-Prof. Dr. Anton Meyer; Dr. Silke Bartsch, Tamara Lorz, M.A.; Christoph Rutka, M.Sc.

14.09.2018

Target Group Master students (M.Sc.) / doctoral students (MBR)
Type Lecture and Seminar
Cycle Winter Term
Hours per week 4 SWS blocked
Grading Presentation and exam
Credits 6 ECTS (Marketing & Strategy VI)
Prerequisites -
Registration The number of participants is limited. Registration via LSF
Time / Room See LSF; tbc!
Contact Person Tamara Lorz, M.A.; Christoph Rutka, M.Sc.

Course description

In this course we will take a closer look at the relationship between Marketing Practice and Marketing Science in the past, nowadays and in the future. This is accomplished through a mix of different modules, forming an interactive, scientifically based but practical driven class. Students of this course will get the chance to apply scientific methods first hand and engage with marketing managers from leading companies.

During the kick-off, we will introduce the course, present different topics and research papers and give a wrap-up on the methods used in class. Building on this, students will then be asked to work empirically on scientific papers for their presentations. This will be done in teams of approximately two students. As an additional support for the students there will be held two workshops in order to discuss early results of their presentations, possible methodological issues and prepare for the meetings with marketing representatives. In the blocked sessions at the end of the course, students will present their final results of their analysis, get the chance to listen to guest lectures and chat with marketing managers.

The 60-minute exam will take place after the Christmas break. The exact date will be announced closer to the start of the semester.


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