Our Courses for Master Students

• 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: Leon Lehnert

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); (multivariate) data analysis and evaluation, e.g., analysis of variance, regression analysis, structural equation modeling, cluster analysis; guest lectures by industry profes­sionals.

Literature

A reference list will be indicated in the course.

• Semester hours: 4
• Event type: Lecture + Exercise
• Offered in: Summer semester
• Course Language: German, English 
• Credits: 6 Credits
• Exam date: refer to Campus 
• Exam type: course-accompanying examination
• Lecture documents: refer to ILIAS 
• Contact: Leon Lehnert
• Link zum Anmeldeformular

Prior registration to participate in the lecture is required. In addition, participation in all sessions is mandatory.

Learning objectives

The course provides an in-depth understanding of the core areas of product and pricing management. Students acquire both theoretical and application-oriented knowledge in these two fields. 

The course is designed as a course-accompanying examination. The assessment includes written reports on the status of the course-related project throughout the semester as well as an oral presentation of the project at the end of the semester. The theoretical foundations of product and price management are taught in a traditional lecture format. Additionally, students work in groups on a practice-oriented project. In doing so, the acquired course content is applied to develop an innovation project and its pricing strategy.

Content

• Product Management: binnovation management, brand management, management of established products.
• Price Management: basics of classical price theory, basics of behavioral pricing, price determination
• Excursion

Literature

A reference list will be indicated in the course.

General Information:

• Choice of 2 Courses

• 1. Digital Marketing Strategies & Business Models
  2. Applied Marketing Research
  3. Digital Business Simulation  - Markstrat
• The two courses must be completed within the same semester
• Course Language: German/English
• 3 Credits for each course
• Offered in: Winter semester
• Contact: Annika Wagner
• Link to the registration form

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
• Language: English

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, presentation
• Language: German

3. Digital Business Simulation - Markstrat

• Content: The course aims to teach the application of common marketing concepts in a realistic fashion through a digital business simulation. For this purpose, we use the software "Markstrat", which enables students to develop a comprehensive marketing strategy as managers of a fictitious company. This strategy is to be implemented on the market in a customer-oriented manner and in a competitive environment within the framework of a digital business game. The following (digital) marketing concepts and tools will be used, among others:
  • digital market and competition analysis,
  • market segmentation,
  • brand and portfolio management,
  • targeting and positioning,
  • digital vs. traditional sales and communication channels.
• Learning Objectives:
  • Make strategic decisions in the digital marketing environment
  • Apply marketing tools in real-world situations
  • Develop skills to create a long-term strategic marketing plan in a digital and application context
• Teaching method: Business simulation in small groups with digital marketing focus
• Exam type: Entrance test, result of the simulation, final presentation
• Language: German; software in English