School of Business & Economics/Business Administration/

Marketing-Department

Module Overview

An overview of all marketing modules and courses in the master’s program can be found here.

Basics of empirical research (Grundlagen der empirischen Forschung)

Date:	Winter Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Written exam (90 minutes)
Content:	This module conveys the theoretical foundations of empirical management and marketing research. In terms of methods, the focus is on research designs, sampling, interview techniques, measurement methods, data reliability and validity, experiments, as well as a statistics review (including the basics of variance and regression analysis). In the exercise sessions and a group project, the content will be further explored, supplemented, and reflected upon.
Additional Qualification Goals:	After successfully completing this module, students will have acquired the following competencies: understanding and critical reflection of scientific studies conducted using the standard methodological tools of empirical research; independent design and execution of empirical studies for specific research purposes; analysis of data and interpretation of results from empirical studies, including the application of findings to practical problems; and clear, broadly comprehensible presentation of the methodology and results of empirical studies.

Quantitative and Qualitative Research Methods I (Quantitative und Qualitative Forschungsmethoden I)

Date:	Summer Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Written (120 minutes)
Content:	The module provides the relevant foundations of quantitative and qualitative research. The content includes: Quantitative Research: Statistical foundations, analysis of variance, regression analysis, factor analysis, cluster analysis. Qualitative Research: Theoretical foundations of science, research ethics, qualitative research designs, grounded theory, case study research, quality criteria of qualitative research.
Additional Qualification Goals:	Students are familiar with the fundamental principles of quantitative and qualitative research. Quantitative Research: Students are introduced to the basics of multivariate methods, can present and explain the key multivariate techniques in a structured way, are able to interpret the results of these methods and critically reflect on their application in scientific research, and possess the ability to connect multivariate methods with issues in management and marketing. Qualitative Research: Students can present and explain central qualitative research approaches and research designs in a structured way. They are able to critically reflect on qualitative research approaches as well as the underlying theoretical positions of science, and possess the ability to connect qualitative research methods with issues in management and marketing.

Quantitative research methods II (Quantitative Forschungsmethoden II)

Date:	Summer Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Paper (about 2.500 words) with presentation and debate (about 30 minutes in total)
Content:	Selected methods for searching and collecting quantitative data; introduction to analysis software; coding and data preparation; conducting the analyses from the module Quantitative Research I (focus areas: analysis of variance, regression analysis, factor analysis) using analysis software; discussion of students’ research questions.
Additional Qualification Goals:	Students deepen their knowledge of methods for searching and collecting quantitative data, become familiar with statistical analysis software (e.g., SPSS, STATA), learn essential techniques for data coding and preparation, and are able to independently conduct key quantitative analyses. They further develop their skills in interpreting results and acquire the ability to independently address broader research questions using appropriate quantitative methods. They can present and communicate the results of their empirical studies in an appropriate and academically sound manner.

Buyer behavior and marketing communication (Käuferverhalten und Marketingkommunikation)

Date:	Winter Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Written exam (90 minutes)
Content:	Individual conditions for purchasing processes (knowledge, information processing, learning, consumer goals, emotions, attitudes, personal characteristics); development of needs; typologies of purchasing decisions; purchasing processes and post-purchase behavior; economic conditions; social and cultural influencing factors; marketing and sustainability; methods of consumer research; buyer behavior and the internet; models of the communication process (including the elaboration likelihood model); behavioral foundations for communication strategies.
Additional Qualification Goals:	Students understand consumer behavior, which forms the basis for developing marketing and communication strategies. Competitive advantages are achieved by better meeting customer needs than other providers and/or by influencing buyer behavior accordingly. Students have the ability to scientifically investigate the behavior of market participants and, based on the results of empirical consumer and marketing research, develop strategies to influence behavior. They are able to theoretically integrate the findings of international consumer and communication research and evaluate them in terms of their scientific relevance and practical applicability.

Business-to-Business-Marketing

Date:	Summer Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration	One Semester
Exam:	Written exam (90 minutes)
Content:	The module provides the relevant theories of customer and market management in business-to-business (B2B) markets. The content includes value creation and value creation structures in B2B markets, procurement management and organizational buying behavior, business relationship management, multi-level marketing, and marketing of services and solutions.
Additional Qualification Goals:	Students acquire the following competencies: They understand the key theoretical concepts of business-to-business (B2B) marketing and can apply them. They are able to critically reflect on their methodological prerequisites as well as the underlying paradigms. They can present and explain complex issues in case studies using the theoretical concepts they have learned in a structured manner. They are capable of making scientifically grounded decisions and reflecting on the potential effects on the business and market environment. They can address a specific research question in the field of B2B marketing in a scientifically sound manner and present it clearly. They possess the ability to understand and conceptualize the specific requirements of the B2B sector and to develop their own ideas for appropriate research designs.

Selected topics in marketing research (Ausgewählte Themen der Marketingforschung)

Date:	Summer Semester
Registration:	Through Campus Management / E-Mail (please follow the instructions of the student coordinator)
Module Language:	German and/or English
Types of Classes:	2 seminars+ 1 colloquium
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Paper (about 5.000 words) with presentation and discussion (in total around 20 minutes)
Content:	Current topics from the research areas of marketing science, for example questions related to business-to-business marketing, service marketing, empirical marketing research, buyer behavior, marketing planning, and marketing theory; literature research, academic work techniques, and presentation skills.
Additional Qualification Goals:	After successfully completing this module, students will have acquired the following competencies: They can independently conduct systematic and critical literature research and evaluation using standard library systems and databases (→ “academic work”). They are able to critically reflect on current theories and research findings in marketing. They can independently develop, structure, justify, and appropriately articulate their own scientific arguments on topics in marketing. They can clearly and effectively present complex issues and situate them within the overall context of the academic field.

Marketing Theory (Marketingtheorie)

Date:	Winter Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours of lecture + 2 hours of exercises (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Exam (about 5.000 words) with presentation and discussion (in total about 20 minutes)
Content:	The module provides the relevant theories from selected areas of marketing. The content includes consumer behavior, communication, business-to-business (B2B) marketing, service marketing, logistics, and e-commerce.
Additional Qualification Goals:	Students understand key areas of marketing and are able to apply this knowledge. They can critically reflect on their methodological prerequisites as well as the underlying paradigms and can present and explain complex issues in a structured manner using the theoretical concepts they have learned. They are able to make scientifically grounded decisions and reflect on the potential impacts in a broader context (economic system, society, ethics, etc.). They can work in groups to address specific marketing questions and present the results clearly. They possess the ability to connect marketing knowledge with issues in general business administration and management.

Marketing case studies (Fallstudien zum Marketing)

Date:	Winter Semester
Registration:	Through Campus Management
Module Language:	German and/or English
Types of Classes:	2 hours seminar + 1 colloquium (per week)
Total Workload:	180 hours
Module Duration:	One Semester
Exam:	Paper (about 5.000 words) with presentation and discussion (in total around 20 minutes)
Content:	In this module, students develop independent, methodologically supported solutions for typical problems in consumer goods, business-to-business, or service marketing, or for corresponding tasks in simulation games. Specifically, this is achieved through preparatory reading of case studies and relevant literature, developing solution concepts in group work, presenting solutions in plenary discussions, writing up the solutions, and applying academic working and presentation techniques.
Additional Qualification Goals:	Students acquire the following competencies: They can make an appropriate selection of theoretical concepts for complex marketing issues They are able to apply theoretical concepts and empirical research methods to solve concrete marketing problems And they can present and explain concepts for solving real marketing problems in a structured manner as well as critically prepare them in writing.

All courses for the current semester with up-to-date information can be found in the course catalog. Please select the respective semester there to see the time and location of your chosen courses.