Institut für Marketing

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Marketing Measurement & Modeling

Prof. Dr. Dr. h.c. Marko Sarstedt, Susanne Adler


Target group  Master students (M.Sc. + MBR)
Course type Seminar, advanced seminar
Cycle Winter term
Hours per week 2 (seminar), 2 (advanced seminar)
Grading Exam and poster presentation
Credits 6 ECTS
Time / Room See LSF

Course Overview

Marketing commonly deals with consumer attitudes, perceptions, and intentions. What these concepts have in common is that they are unobserved – they are latent. To measure such latent variables, marketing researchers routinely draw on factor analytical techniques. The objective of this course is to define and explain the fundamental aspects of latent variables and factor analytical techniques. Specifically, the course starts by introducing common paradigms for developing measurement instruments for unobserved concepts. The main part of the course introduces students to structural equation modeling, which has become a standard tool for analyzing complex inter-relationships between latent variables. Specifically, the course will focus on partial least squares as a crucial structural equation modeling method. Practical applications and the use of software programs are an integral part of this course.


The seminar consists of a lecture part (Prof. Dr. Dr. h.c. Marko Sarstedt) and a hands-on exercise part (Susanne Adler).


• Recap: Elementary statistics and introduction to factor analysis
• Conceptualization and operationalization of constructs in business research
• Fundamentals of partial least squares structural equation modeling
• Assessment and reporting of measurement model results
• Assessment and reporting of structural model results
• Mediation
• Moderation
• Outlook on advanced topics (e.g., higher-order models, measurement invariance, multigroup analysis,
   latent class analysis)

The course language is English.

Admission requirements

Students wanting to attend the seminar must be enrolled for either the second or a higher semester of the BWL Master (PStO 2018) and need to register for a place at the seminar using the application form (form will open in August 2022).

The number of participants is limited to 30. Seminar admission follows a first come first served principle.
By participating in the kick-off session, students automatically register for the seminar. Please note that the registration is binding!

Please contact Susanne Adler ( if you have any additional questions.

Important dates and deadlines

• Kickoff session: October 18, 2022, (time and room tba, see LSF)
• Exam (open book exam): January 19, 2023, 16:00-20:00 (room tba, see LSF)
• Final poster presentations: January 24, 2023, 15.00-19.00; and January 25, 2023, 09:00-12:30 (room tba,
   see LSF) – please bring your poster to the session and submit an electronic version of your poster (pdf) to
   Susanne Adler ( by January 24, 2023, 12:00 noon.


The grading consists of an open-book exam (50% of the grade) and a poster presentation held in groups of two students (50% of the grade). Detailed guidelines for the poster presentation will be announced in class.