htw saar Piktogramm
Back to Main Page

Choose Module Version:
XML-Code

flag

Empirical Marketing Seminar

Module name (EN): Empirical Marketing Seminar
Degree programme: Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-240
Hours per semester week / Teaching method: 2PA+2S (4 hours per week)
ECTS credits: 6
Semester: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Term paper with presentation (Can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
MAMS-240 Marketing Science, Master, ASPO 01.04.2016, semester 2, mandatory course
Workload:
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
MAMS-110 Market Research and Multivariate Analysis


[updated 25.01.2016]
Recommended as prerequisite for:
MAMS-320 Master´s Colloquium


[updated 25.01.2016]
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Prof. Dr. Tatjana König


[updated 25.01.2016]
Learning outcomes:
        After successfully completing this module, students will be able to, _
_        independently research and critically examine English language scientific literature on a current marketing topic.
_
        roughly understand and summarize research questions, procedures and results, in particular journal articles from the field of marketing.
_
        set their own focus or question regarding a given topic and work on it in a structured manner within the framework of a term paper in compliance with scientific standards.
_
 
        be able to design resp. carry out and evaluate empirical studies within a group,
_        present their findings in the form of a presentation within a given timeframe and discuss them critically with their fellow students.
        In-depth aspects of a comprehensive marketing topic using an empirical database


[updated 20.11.2019]
Module content:
 
        Examples of such topics:
_        Trade marketing
_        Generation marketing
_        Social media
_        Event management and sponsoring
_        Sport marketing


[updated 20.11.2019]
Teaching methods/Media:
Seminar with data evaluation alone or in a group

[updated 20.11.2019]
Recommended or required reading:
Intensive literature research is an important part of the seminar. Introductory literature is usually provided.
 
Methodically-oriented literature:
 
-        Backhaus, K., Erichson, B., Plinke, W., Weiber, R. (latest edition): Multivariate Analysemethoden _ Eine anwendungsorientierte Einführung, Hamburg.
-
        Hair, J.F. (Jr.), Black, W., C., Babin, B.J., Anderson, R.E., Tatham, R.L. (latest edition): Multivariate Data Analysis, Upper Sadle River, New Jersey.
-
        Homburg, Ch., Giering, A. (1996): Konzeptualisierung und Operationalisierung komplexer Konstrukte _ in Leitfaden für die Marketingforschung, Marketing _ Zeitschrift für Forschung und Praxis, 18 (1), 5-24.
-
        Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.): Handbuch Marktforschung _Methoden, Anwendungen, Praxisbeispiele, latest edition, Wiesbaden.
-
        Kuß, A. (latest edition): Marketing-Theorie,  Wiesbaden.
-        Rudolf, M., Müller, J. (latest edition): Multivariate Verfahren, Göttingen u.a.

[updated 20.11.2019]
[Sat Dec  4 01:49:37 CET 2021, CKEY=mem, BKEY=msm2, CID=MAMS-240, LANGUAGE=en, DATE=04.12.2021]