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Recent Issues in Marketing Research (Seminar + Proseminar/Advanced Seminar)


Recent Issues in Marketing Research (Hauptseminar/Bachelor seminar)

Prof. Dr. Dr. h.c. Marko Sarstedt, Benjamin Maas, Lisa Schreiber

This is the homepage of the course taught in winter term 2022/23.

Course Overview

This seminar exposes students to recent marketing issues and sharpens their evaluating skills, as well as those required to undertake research projects. Students not only conduct their research project in teams, but also document their results, and present their findings.
Students will learn to systematically process the relevant literature, to develop literature screening criteria, to critically evaluate their own and others’ work, as well as the role that alternative explanations play in determining the differences between studies. As part of this seminar, students will also gain an understanding of how to systematically develop a research project and participate in an academic discussion.

Course Structure

The seminar begins with two mandatory kickoff sessions, in which we announce the organizational details (e.g., the assignment of groups, topics, and supervisors), and introduce students to the principles of academic research and writing in general as well as of the systematic literature review specifically. Students will work in groups of two and will meet their supervisors regularly during the semester. 

The seminar comprises two parts. In the first part, each student has to write a seminar paper comprising a maximum of 22,200 characters, including spaces, and all appendices (e.g., table of contents, list of figures and tables, and the reference list); that is, each team has to deliver a seminar paper comprising 44,400 characters. The seminar’s first part has a duration of eight weeks.

In the seminar’s second part, students have to prepare a detailed presentation of their research findings. Particular value is placed on students pointing out relevant research gaps that were uncovered in the course of their systematic literature research. Students should work out a proposal as to how this research gap could be further investigated and propose an according research design. All in all, each student has to give a 15-minute presentation (i.e., teams of 2-3 students = 30-45 minutes), followed by a Q&A session in a mandatory colloquium session.

Detailed seminar topics will be released one week before the kickoff session. Examples of prior topics (these serve for illustrative purposes only and are not the current seminar topics) can be found here.




  • The registration is binding with the date of the kickoff session. If students do not attend the kickoff session, the seminar will be rated with a 5.0.
  • The course language is English.
  • Attendance of all of the course sessions is mandatory.
  • According to the examination regulations, this seminar qualifies for a Bachelor’s thesis at the Institute for Marketing.
  • Participating students will be served preferentially regarding a Bachelor’s thesis at the Institute for Marketing.
  • The number of participants is limited to 20.
  • The application process is centrally organized.

Important Dates

  • Kickoff session: October 18, 2022, 1:00-3:00 p.m. (s.t.) Room 211b, Ludwigstr. 28 Front Building/II
  • Lecture on Literature review: October 19, 2022, 10:00-12:00 a.m. (s.t.) Room C 112, Theresienstr. 41
  • Final colloquium sessions: January 17, 2023, 9:00 a.m.-1:00 p.m. (s.t.) Room 329, Ludwigstr. 28 Rear Building/II and 1:00 p.m.-5 p.m. (s.t) Room 211b, Ludwigstr. 28 Front Building/II


  • Submission of seminar paper: December 7, 3.00 p.m.
  • Submission of presentation document(s): January 16, 3.00 p.m.


  • 6 ECTS in Vertiefung Betriebswirtschaftslehre (Pflichtseminar) (PO 15) according to the LSF modules.

Length and form

  • Please see the corresponding guidelines for your academic paper’s form and presentation here.


  • Seminar paper (22,200 characters, including spaces, per person).
  • Presentation (approximately 15 minutes per person).
  • Please note the following document of the examination office.