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Angewandte Marketingmodelle (Bachelor)

This offers an introduction to marketing research for Bachelor students. First, we discuss different data collection methods and the design options for data collection, e.g. questionnaire design. Second, we get to know several basic marketing models, their prerequisites and potential biases. We do hands on implementation of these models in excel and VBA. While excel is not the most efficient analysis software, it is often used in companies and gives us the opportunity of an easy and smooth access to data analysis and programming.

Marketing I (Bachelor)

The course deals with the basics of marketing. Students get to know the relevance of marketing in the decision-making process of customers and managers. We will discuss the customer journey as well as marketing decision making of managers. Furthermore, we focus on the marketing mix – product policy, pricing policy, communication policy and distribution policy. The students will learn about the measures and implementations of all marketing mix instruments. Finally, an overview of market research is given and it is shown how market research results can help managerial decision making. The students will be enabled to use basic market analysis techniques.

Is this the right
product, price, place, promotion ?

Price and Promotion Management (Master)

In this module knowledge in price and promotion management is acquired. The students learn the underlying theory from microeconomics and behavioral science, as well as analyzing price and promotion data themselves. We use the software R to analyze real price and promotion data and interpret the results. While we discuss our results critical, we also put them into context of published empirical studies. Finally, we derive implications of our results as well as of the empirical articles to give managerial advice.

Is this promotion effective?

Advanced Market Research (Master)

In the module the goals and instruments of market research are presented. We learn about explanatory and forecasting models. In a first step, we address multivariate methods to analyze the relationship between a dependent and independent variables (e.g., linear regressions, logistic regression, hierarchical linear model). While setting up the models, we discuss prerequisites as well as potential biases of the different models. Among others, we look at heterogeneity and endogeneity. In a second part, we focus on forecasting with different methods, like regression and neural networks and compare their performance. The last part of the course deals with version control (i.e. git hub, git lab) and data reporting (i.e., tex, shiny apps). While getting familiar with all technical tools, we always start with a market research problem and end with a managerial recommendation based on our results.

Which data visualization works when?

Einführung in Forschungsmethoden für Promovierende der BWL (Phd)

The course critically addresses existing discipline-independent concepts of research quality and relevance. We discuss the value of theory and empirical analysis and how these are linked together.
We therefore link theory to the design of research questions, as well as combine them with the appropriate research design. We also look at existing literature to learn how to recognize good theory, understand and rank the value of theory.
The focus of the second part lies in the critical examination of empirical analyses. Therefore, we learn to question the analysis and the interpretation of results in existing empirical literature. To be able to replicate studies and analysis new data ourselves, basic knowledge of programming with R will be taught. 
Finally, every participant will replicate one empirical study using R and the results will be discussed in class.

Teaching History

Lecture

Semester

number of participants

Evaluation

Angewandte Marketingmodelle
(Bachelor)

SoSe2021
SoSe2020
SoSe2017
SoSe2015
SoSe2014
SoSe2013

20
28
28
28
56
50

1.0
1.1
1.3

1.4
1.6

International Marketing (Bachelor, English)

SoSe2014

189

2.0

MarketingI
(Bachelor, English)

SoSe2018

87

1.3

Seminar to different Topics
(Bachelor, German/English)

SoSe2018
WiSe2015/16
WiSe2013/14
SoSe2013

3
12
15
3

1.4

2.2
1.8

Price and Promotion Management
(Master, English)

WiSe2020/21
WiSe2018/19
WiSe2016/17
WiSe2015/16
WiSe2013/14

28
28
35
34
61



1.8
1.6
2.4

Advanced Market Research
(Master, English)

SoSe2021

20

1.6

Produktmanagement (Master, German)

SoSe2018

56

1.3

Seminar to different Topics
(Master, English)

SoSe2018
SoSe2016

15
7

1.4
1.4

Seminar: Einführung in die Theorie und Empirie in der wirtschaftswissenschaftlichen Forschung: Empirical Research with R (PhD, English)

WiSe2016/17

13

1.1

Ringvorlesung Quantitative Methods in the Social Sciences (Bachelor,Master, Phd, English)

SoSe2014