The objective of the project seminar is to work on a current, relevant business problem. In cooperation with well-known industry or retail partners (e.g. FMCG manufacturers or automotive companies), marketing students will work out solutions for actual marketing/ sales challenges in groups, and will present their solutions in front of company representatives as well as their university mentors. The seminar serves as a good preparation for the master’s thesis, as empirical scientific work is applied.
Procedure:
The business problems will be presented to the students by company representatives in the kick-off meeting. During the first weeks, the groups will review relevant literature, scientifically substantiate their approach, and work out their project plan which they document in a concept paper and present in the interim presentation. The groups will apply quantitative and/or qualitative methods to address focal issues regarding. They write a final seminar paper and present their results on the last day of the course.
- Lehrende/r: Manfred Krafft
- Lehrende/r: Nicole Moch
- Lehrende/r: Janina Wiebringhaus