Advanced Seminar Marketing, Strategy, Leadership & Management: Advances in Consumer Research

What it is about

You engage with current research topics in the field of Consumer Behavior, learn theoretical approaches, experimental methods and research designs, and implement your own research ideas. In the end you will be able to formulate research questions, develop hypotheses and apply suitable methods to test them, as well as critically classify results.

What you will be able to do

• Critical analysis of current research results in Consumer Behavior
• Knowledge of modern research approaches
• Derivation of implications for marketing and public policy
• Development and testing of research hypotheses
• Draw conclusions from test results and communicate them

What the module consists of

• SeminarDiscussions, presentations and development of a research project

Teaching method

• Vorlesung/PräsentationConveying content and research approaches
• KlassendiskussionCritical engagement with scientific articles
• ProjektentwicklungDevelop own research design and hypothesis tests
• PräsentationPresentation and defense of the own study design