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Empirical Marketing Seminar

Module name (EN):
Name of module in study programme. It should be precise and clear.
Empirical Marketing Seminar
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-240
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
2PA+2S (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
Semester: 2
Mandatory course: yes
Language of instruction:
Term paper with presentation (Can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

MAMS-240 (P420-0006) Marketing Science, Master, ASPO 01.04.2016 , semester 2, mandatory course
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
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 11.10.2023]
Recommended as prerequisite for:
MAMS-320 Master´s Colloquium

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

[updated 11.10.2023]
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]
[Wed May 22 09:29:38 CEST 2024, CKEY=mem, BKEY=msm2, CID=MAMS-240, LANGUAGE=en, DATE=22.05.2024]