Major Module Marketing in Specific Contexts I

Consumer Behavior - An Applied Research Project

Lecture

 Instructor: Prof. Dr. Franziska Völckner
 Date, Time & Room: see KLIPS

Content

This course focuses on the application of empirical methods to answer managerially relevant research questions in marketing. Students will design and conduct their own empirical research project (depending on the number of course participants in groups of 2-4 students). The empirical project will comprise a replication and/or extension of an existing research article. We will provide a selection of research articles that we have identified to be suitable for the course. This applied and empirical character of the course reflects its general objective that students learn to design and conduct their own empirical project (e.g., preparing students for their Master thesis).

Learning Objectives

•    Learning how to conduct an empirical research project (e.g., preparing for an empirical Master thesis)
•    Understanding and applying empirical methods to answer a managerially relevant research question
•    Developing analytical and problem-solving skills
•    Learning and refining project management and teamwork skills