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Major Module VI

Content

The module includes conceptual and applied elements, including presentations by the students, case studies, discussions and guest speakers from the world of marketing. Students are required to do their own reading independently in addition to attending lectures and participating in exercises.

In the Major Module VI Students can chose between two types of courses:

Marketing Engineering (Summer Semester)

This course deals with concepts, methods, and applications of decision modeling to address marketing issues such as market response models, segmentation and targeting, differentiation and positioning, as well as new product design and development. The pedagogic philosophy in this course embraces two main principles: learning by doing and end user modeling. Each concept that will be covered in the course has a software implementation and a problem or case which can be solved by using the software. By attempting to apply these tools and adapting those to marketing problems the students will learn the use and the appropriateness of the software.

For more information on Marketing Engineering click here.

Business Projects (Summer Semester)

In a business project students work on current managerial topics in close cooperation with a company representative. The goal is to apply scientific theories and methods on the issues at hand and based on this to derive concrete recommendations. Students learn to utilize knowledge and skills gained during their studies, to manage a project, and to work in close cooperation with a company. Furthermore, presentation skills and team work are honed.

The Marketing Area offers the following business projects

Winter Semester 2016/2017 

Summer Semester 2017

Learning Objectives of Major Module VI

Students...

  • learn how to translate theoretical principles and methods into practice in practical assignments.
  • identify and independently work on real-world problems, for which they then present solutions.
  • thus develop an understanding of how analytical techniques and models are applied and transformed in real-life situations.
  • identify and independently solve current real-life marketing problems, using the skills and knowledge they have acquired during the program.
  • understand, analyze and use current research methods.
  • recognize and identify currently relevant, real-world marketing challenges.
  • present their results and discuss them with other students and industry representatives.
  • learn how to work in a team.
  • engage in academic discourse.