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Marketing for Society ― Current topics in consumer and social well-being

Seminar (14266.0503)

          Instructor: Julia Reinhard

          Date: April, 12th, 2019
          Time: Friday 10:00pm - 13:00pm
          Room: Seminar Room 1.31 (Building 810, Universitätsstr. 91)

          Block seminar
          Date: May, 15th and 16th, 2019
          Time: Wednesday 09:00 - 18:00, Thursday 14:00 - 18:00
          Room: Seminar Room 1.31 (Building 810, Universitätsstr. 91)



The examination consists of two parts and students will work on the topics in small groups.

  • Paper presentation and discussion of seminar topic (May 15th and 16th 2019)
  • Seminar thesis (due July 1st 2019)

Die Prüfungsleistung besteht aus zwei Teilen:

  • Präsentation des Themenpapiers und Diskussion
  • Seminararbeit


The goal of this seminar is to introduce students to scientific working methods and prepare them for writing a bachelor thesis. Students will work in small groups on a given marketing problem, present and discuss a related scientific journal article, and write a seminar thesis.

Substantively, this seminar will introduce students to current topics in (transformative) consumer and marketing research that aims at increasing consumer and social well-being. In today’s world, we face serious economic damage and harmed personal and collective well-being through social problems such as materialism, chronic illnesses or environmental misconduct. Many of these issues are instigated or aggravated by consumer behaviors but can also be alleviated by new and different consumer behaviors (Mick, 2006). In this seminar, we will take a closer look on problem-focused research that provides rigorous scientific findings to alleviate social problems and increase consumer and social well-being. The specific seminar topics will be announced to all participants before the kick-off and include sustainable and healthy consumption, financial decision-making, and marketing to vulnerable consumer groups.

Learning Objectives

Students will learn to identify and discuss scientific journal articles, structure the relevant academic literature and apply it to a marketing problem. They will develop the basic skills to write an academic paper and practice presentation and communication skills. Further, students will apply and deepen their existing marketing and methodological knowledge, and develop a deeper understanding of a specific topic on consumer and social well-being.