Masterseminar Current Trends in Marketing Research

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1 Masterseminar Current Trends in Marketing Research - Application and topics - Das Skript ist nur für den persönlichen Gebrauch bestimmt. Vollständige oder auszugsweise Vervielfältigung und Verbreitung jeglicher Art sind nicht gestattet. Summer term

2 Content The content of the seminar is based on the following areas of marketing: Consumer behavior Integrated marketing communications Marketing research methods Marketing strategy This Seminar will include a two-day mandatory excursion. Summer term

3 Target group and application Target group: All students in the M.Sc. Programm of the FWW. Limited capacity: There are 20 places available in the seminar. The capacity limits make an application process necessary. Needed documents: Application form (please use our online online application form) Selection: "Principle of the best", this means that the outstanding applicants will be considered first. If there are more applicants than places, students of the FWW are taken into account first. In addition, students of higher semesters are given special consideration. Summer term

4 Timeline Topics online: from Closing date for applications: ,12:00 (noon) Announcement of participation: until Announcement of successors/cancellation: by not later than Payment of excursion fee (50 ): latest possibility at the Kick-Off Meeting Kick-Off Meeting (compulsory attendance): , 11:00-13:00 a.m. Room: G22A 120 Submission of seminar paper by sending to the chair: until , 12:00 (noon) Two-day excursion with final presentation: from Summer term

5 Form of seminar paper (broadly defined) Part 1 Qualification targets: Students will acquire insights in recent research in marketing. Furthermore they should gain competences to develop and present an academic research paper adequately. Within the framework of the seminar students develop skills to participate in an academic discussion about their findings. Extent and form: Seminar paper: Not more than 15 pages (exclusive table of content, references, appendices). Form of the seminar paper and presentation can be found in the guidelines of the department (published on our website). Performance evaluation: 80% seminar paper, 20% presentation. Summer term

6 Form of seminar paper (broadly defined) Part 2 Specification: More detailed information will be given during the Kick-Off Meeting (07 th April). Introductory literature : Selected students for the seminar will receive their topic together with their confirmation of participation at the end of March. We recommend, once everyone knows his/her topic, to read the introductory literature before the kick-off event (information and materials can be found on our site). This will enable us to answer open questions regarding each topic right at the beginning. Summer term

7 Topics (1) Price research: Can there ever be something like fair price increases in the eye of the customer? (Sebastian Lehmann; 2 Students) (2) Pricing research: How to charge the right price in a multi-product enterprise? (Sebastian Lehmann; 2 Students) (3) Erstellung eines Marketingkonzepts für die MDWI AG (Prof. Sarstedt; 2 Studenten) (4) Analyse der Markenwahrnehmung im Car Audiosystem-Markt (Prof. Sarstedt; 2 Studenten) (5) Identifying drivers of psychological ownership (Kati Barth; 4 students) (6) Vertrauensbildende Maßnahmen im Onlineshopbereich (Doreen Neubert; 2 Studenten) (7) Untersuchung der Effizienz verschiedener Kommunikationskanäle im Onlinemarketingkontext (Doreen Neubert; 2 Studenten) (8) Eine empirische Untersuchung des Compromise Effekts / An empirical study on the compromise effect (Victor Schliwa; 2 Students) (9) Markenkrisen: Der love-becomes-hate effect / Brand crises: the love-becomes-hate effect (Victor Schliwa; 2 Students) Summer term

8 Questions If you have further questions on this topic, please contact: Sebastian Lehmann Summer term

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