312814 Masterseminar Marketing (S) (WiSe 2025/2026)

The seminar is a preparation in terms of content and structure for independent scientific work: Direct preparation for writing an (empirical - quantitative) Master's thesis at the Chair of Business Administration, esp. Marketing
The seminar addresses current issues in the field of marketing research. As a basis for exploring individual topics, empirical studies will be designed, conducted, evaluated, and documented in the context of a specific research question. The focus is on replicating an empirical primary study to verify the respective research results. The specific seminar topics and their allocation will be announced during the Kick-Off event.

Learning Objectives

Develop a deep practical understanding of the research process from start to finish.
Explore contemporary issues in marketing research.
Engage actively in data collection processes and data analysis.
Assess and interpret empirical data critically, comparing findings with original studies.
Develop proficiency in structuring and writing scientific works.

The topics are worked on in groups of three or four students each.
Key skills to be promoted include: Ability to work in a team, Self- and time management, and Conflict and moderation skills.

Requirements for participation, required level

There are no specific previous knowledge requirements for participation. However, it would be highly beneficial if you have already attended marketing lectures and/or have knowledge of quantitative research methodology.