Marketing Seminar I
Content Mining in Marketing (14266.0006)
This seminar brings together and merges two topical areas: content mining and marketing. Given the rapid methodological and technological evolution, automatic interpretation of communication content has made exponential progress. In particular machine learning and AI have enabled the automated analysis of vast amounts of textual, pictorial, and video content. At the same time, the domain of marketing and in particular marketing communication is synonymous with textual, pictorial, and video content. Hence, it is no surprise, that we see a surge of applications in the automated analysis and interpretation of print and video advertising, website content, collateral and print content, blogs and consumer ratings, and so forth. Indeed, it is fair to say, that the marketing function is to benefit largely form these technical advancements. Not only can we understand much better how consumers talk about brands and firms, we can also analyze on scale which types of messages work better for certain consumers and contexts.
The goal of this seminar is to analyze the current developments in automated text mining, video mining, and consumer sentiment mining. We analyze, integrate, and consolidate the marketing and technology literature to derive a holistic picture of the marketing challenges and opportunities specific content mining in marketing.
Content requirements (expected knowledge)
No formal prerequisites.
Goal (expected learning outcomes and acquired competences)
The goal of the seminar is to become familiar with academic research and writing. Students will work in depth with research articles published in academic journals. Groups of four to five students will be assigned to specific sub-topics, which will be announced during the seminar kickoff. Working as a group, the students will have to prepare both a presentation and a term paper on their given topic. It is therefore vital that all students participate actively and are prepared for intensive team-work. After the course, students should be able to conduct literature research, assess the quality and rigor of scientific articles and write an academic paper themselves.
Teaching and learning method (teaching competences) Workload for students
The course will be conducted in form of a block seminar and intense group work. There will be four elements to the competence development.
At the beginning, there will be an introductory session. On this date, the topics will be assigned to each group. The instructors will also suggest potential research articles for the presentation. After that, there will be an introduction on how to work scientifically, the guidelines for the term paper and presentation and a discussion of an exemplary research article.
Block seminar presentations
The presentations will be held during a 1-day block seminar. On this day, each student group will present their assignment on the respective research topic. Presentations should be composed and held in German or English. It should be the result of a collaborative effort and it must be internally consistent.
In addition to the presentation, each group has to hand in an academic term paper. As a means of introduction, the instructors will provide some initial readings for each seminar topic in the introductory session. Apart from that, further research, especially in international journals, is expected. The term paper should be the result of a collaborative effort and it must be internally consistent. It is therefore absolutely vital that each individual section is properly incorporated into the final term paper. The term paper can be written in English or German.
During the term, each group has the opportunity to schedule 2-3 meetings with the supervisor to discuss their progress and potential questions.
Appraisal procedure (valuation method, check mode)
The grade for this course will be based on the presentation and term paper.
Examination dates and registration
→ Friday, December 20, 2019, 9.00 am - 12.00 pm: Seminar introduction and introduction to academic research and writing, in room 6.207.
→ Tuesday, January 21, 2019, 9.00 am – 2.00 pm: Seminar presentations in room 6.207.
Presentations (Power-Point-/PDF-file) have to be handed in via e-mail by January 20, 2019, 8.00 am the latest.
Term papers have to be e-mailed (Word-/PDF-file) by Friday, February 21, 2019, 11.59 pm
Before registering, please make sure that you are able to attend at all course dates. Attendance at the kick-off session as well as during presentations is mandatory to pass the course.