Institut für Marketing
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Advanced Strategic Marketing

Supervision: Univ.-Prof. Dr. Anton Meyer; Dr. Silke Bartsch, Dr. Christine Auer; Sprache: Englisch

13.08.2019

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 Seminar Thesis
Credits 6 ECTS (Marketing & Strategy VI)
Prerequisites -
Registration The number of participants is limited. Registration via LSF
Time / Room See LSF; tbc!
Contact Person Dr. Silke Bartsch, Dr. Christine Auer

Course description

In this course we will take a closer look at the relationship between Marketing Practice and Marketing Science. The mix of different modules will be interactive, scientifically based and practically driven. Students of this course will get the chance to apply scientific methods first hand and engage with marketing managers from leading companies. This year’s course will have a focus on location-based intelligence in the retail sector and will work with the literature on customer experience, multi-channel marketing communication and big data management.

During the kick-off, we will introduce the course, present different topics and research papers and explain the methods applied in this class. For their presentations, students will be asked to work empirically on their given research projects and provide a theoretical foundation. To additionally support students in their research process, we will organize two workshops in which the early results of their projects and possible methodological issues will be discussed.

For information on lecture, workshop and presentation dates, please check the respective LSF site.


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