Lectures

This page offers an overview of all courses being offered by the Department of Marketing. For further questions concerning lectures or tutorials please do not hesitate to contact the according lecturer.

Bachelor Courses

  • Semester hours: 3
  • Event type: Lecture + Exercise
  • Offered in: Winter semester
  • Course Language: German
  • Credits: 4.5 Credits for Marketing (The exam consisting of marketing and management gives 9 credits in total.)
  • Exam date: refer to Campus
  • Exam type: written exam
  • Lecture documents: refer to ILIAS 
  • Contact: Lei Zhou
Learning objectives

Students gain a general overview of the entire spectrum of marketing and acquire basic marketing knowledge.

Content

General basic knowledge; theoretical perspective: customer behaviour; strategic perspective: strategic marketing; instrumental perspective: product policy, pricing policy, communication policy, distribution policy.

Literature

Literature will be announced during the course.

  • Semester hours: 4
  • Event type: Lecture + Exercise
  • Offered in: Summer semester
  • Course Language: German
  • Credits: 6 Credits
  • Exam date: refer to Campus
  • Exam type: written exam
  • Lecture documents: refer to ILIAS 
  • Contact: Marco Weippert
Learning objectives

This course deepens knowledge of the institutional perspective of marketing. Students acquire specialized knowledge on business-to-business-marketing and marketing for service providers. In particular, students are able to apply marketing strategies, concepts and instruments according to the specific needs of business-to-business or service marketing.

Content

Basics of B2B marketing; purchasing habits of organisations; characteristic features of the marketing mix in B2B situations; Basics of service marketing; quality of services; marketing strategic characteristics of services; instrumental specificities of service marketing; optional: lectures by industry professionals.

Literature

Literature will be announced during the course.

  • Semester hours: 4
  • Event type: Lecture + Exercise
  • Offered in: Winter semester
  • Course Language: German
  • Credits: 6 Credits
  • Exam date: refer to Campus
  • Exam type: written exam
  • Lecture documents: refer to ILIAS 
  • Contact: Marco Weippert
Learning objectives

Students possess advanced knowledge of the central application and problem areas of marketing research instruments. Theoretical knowledge is consolidated through application-oriented exercises.

Content

Subject area business market research; tasks; sources of information; the importance of information to decision-making in marketing; research on the effects of marketing instruments; data collection; data evaluation; presentation of research results.

Literature

Literature will be announced during the course.

Please find an overview of the interdisciplinary qualifications (FÜSQ) offered by the Department of Business Administration and Marketing here: 

LINK

Master Courses

  • Semester hours: 4
  • Event type: Lecture + Exercise
  • Offered in: Winter semester
  • Course Language: German
  • Credits: 6 Credits
  • Exam date: refer to Campus 
  • Exam type: written exam
  • Lecture documents: refer to ILIAS 
  • Contact: Andreea-Cristina Gusta
Learning objectives

Knowledge of the potential insights to be gained from empirical research in business administration as well as its limits; an overview of the general approach to experiments, surveys and studies on the basis of secondary data. In addition, students can gage the strengths and weaknesses of different forms of data collection and are able to use multivariate methods of data analysis as well as interpret their results.

Content

Basics of empirical research; methods of data collection (surveys, experimental research, secondary data research, qualitative research); data analysis and interpretation.

Literature

Literature will be announced during the course.

  • Semester hours: 4
  • Event type: Lecture + Exercise
  • Offered in: Summer semester
  • Course Language: English 
  • Credits: 6 Credits
  • Exam date: refer to Campus 
  • Exam type: written exam
  • Lecture documents: refer to ILIAS 
  • Contact: Lei Zhou
Learning objectives

Advanced knowledge of (1) product management (innovation management, management of established products, brand management) and (2) price management (classical pricing theory, behavioral pricing theory, price determination and price implementation).

Content

Basic and advanced aspects of product, innovation, brand and price management, for example basics of purchasing decision modelling; steps in the innovation process; general aspects of brand management and basics of classical pricing theory, behavioral pricing theory and price determination.

Literature

Literature will be announced during the course.

General Information:

  • Choice of 2 Courses
    1. Digital Marketing Strategies & Business Models
    2. Applied Marketing Research
    3. Basics of Machine Learning in Marketing
  • The curriculum will likely be expanded in the winter semester 2022/23. 
  • Course Language: German
  • 3 Credits for each course

1. Digital Marketing Strategies and Business Models

  • Content: The course provides insights into digital marketing strategies as well as the effects and potentials of different marketing channels (e.g. SEO, SEA, Social Media). It examines key elements of a digital strategy - relevance of devices (mobile, tablet), website, concepts of usability, apps, market resarch and content management. The following topics are discussed during the course:
    • overview of Key Performance Indicators (KPIs)
    • interaction of KPIs
    • elaboration of a KPI dashboard
    • combination of digital and non-digital measures in order to calculate return on investment (RoI)
  • Learning objectives: 
    • digital strategy  - overview
    • digitization of business models
    • digital effects on B2B and B2C business models
    • digital revenue added value (incl. business case)
  • Format: interactive lecture with case studies
  • Exam type: case study presentation & term paper

2. Applied Marketing Research

  • Content: The course aim is to prepare master sudents and doctoral candidates for their thesis in the field of marketing. It provides guidance through the discussion of papers as well as students' own empirical practice in order to help students make the "right" decisions during different phases of a research project. These phases include:
    • definition of the problem,
    • conceptual framework,
    • study design,
    • data collection and analysis using software (e.g. R Studio, EViews),
    • documentation
  • Learning objectives:
    • evaluation of existing studies in marketing research
    • definition of scope and design of marketing research
    • learn quantitative (and qualitative) methods of marketing research
    • write marketing research studies
  • Format: interactive lecture incl. software
  • Exam type: written review of a scientific paper

3. Basics of Machine Learning in Marketing

  • Content: It is important for master students and doctoral candidates in the field of marketing, other fields of business administration or social studies to know the basics of machine learning and its numerous potential applications, because machine learning contributes majorly to the rapid development of artificial intelligence. The course meets this need and discusses the following topics from a marketing perspective: 
    • basics of machine learning
    • selected methods of supervised learning
    • introduction to artificial neural networks
    • basics of the programming language Python
  • Learning objectives:
    • understanding basic concepts and methods of machine learning as well as their application within marketing
    • training of students' own models in Python based on a compact, practical introduction to programming in Python 
  • Format: interactive Lecture using examples of machine learning applications
  • Exam type: term paper & presentation of results

     

Please find an overview of the interdisciplinary qualifications (FÜSQ) offered by the Department of Business Administration and Marketing here: 

LINK

Bei Fragen zu den Lehrveranstaltungen

This image shows Andreea-Cristina  Gusta
M.A.

Andreea-Cristina Gusta

Research Assistant

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