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Digital Transformation of Marketing and Society


The goal of this seminar is to introduce students to scientific working methods and prepare them for writing a bachelor thesis. Students will work in small groups on a given marketing problem, present and discuss a related scientific journal article, and write a seminar thesis. 

Substantively, this seminar will introduce students to current topics in consumer and marketing research on the digital transformation of marketing and society with consequences for firms, consumers, and society at large. 

Digital technologies allow individuals to connect with one another and with companies. They also allow the generation of rich data that can be store, analyzed, and communicated with perfect fidelity at speeds that were unthinkable a few years ago. Together these technologies are having a transformation effect on the way we learn, shop, communicate, play, and generally live our lives and run businesses. The seminar exposes you to current marketing and consumer research on these transformations. The specific seminar topics will be announced to all participants before the kick-off and can for instance include the fields of digital and social media marketing with its effects on (vulnerable) consumers, corporate digital responsibility and data privacy, the role of AI for consumer markets and production, or the sharing economy.


The examination consists of the following parts:
•    Presentation of a scientific journal article (individual presentation) and discussion in the seminar
•    Creation of a term paper (group work)
•    Oral participation in the discussions within the seminar  
The note is essentially composed of two parts: Homework (50 %) and presentation and oral participation (50 %). Both parts must be passed in order to successfully complete the seminar.

Since the focus of the seminar paper topics will be on the identification, synthesis and preparation of empirical studies on the respective topic, knowledge from the statistics lectures of the Bachelor's programme (e.g. significance level, hypothesis tests, regression analysis) as well as from the module "Introduction to Marketing" is required.

Please keep in mind that after your admission to the course you need to register via KLIPS for the exam within the given registration period. It is NOT possible to register after the respective registration period. Non-registration will result in exclusion from the course.

Die Prüfungsleistung besteht aus folgenden Teilen:
•    Vortrag eines wissenschaftlichen Zeitschriftenaufsatzes (Einzelvortrag) und Diskussion im Seminar
•    Erstellung einer Hausarbeit (Gruppenarbeit),
•    Mündliche Beteiligung an den Diskussionen innerhalb des Seminars 
Die Note setzt sich im Wesentlichen aus zwei Teilen zusammen: Hausarbeit (50 %) sowie Vortrag und mündliche Beteiligung (50 %). Beide Aufgabenteile müssen bestanden werden, um das Seminar erfolgreich abzuschließen.

Da der Schwerpunkt der Seminararbeitsthemen auf einer Identifikation, Synthese und Aufbereitung empirischer Studien zu der jeweiligen Thematik liegen wird, werden Kenntnisse aus den Statistikvorlesungen des Bachelorstudiums (z. B. Signifikanzniveau, Hypothesentests, Regressionsanalyse) sowie des Moduls „Einführung ins Marketing“ vorausgesetzt.

Bitte beachten Sie, dass Sie sich nach Zulassung zum Seminar nur innerhalb der vorgegebenen Fristen für die Prüfung anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Bei Nichtanmeldung erfolgt der Ausschluss aus dem Kurs.