skip to content

Marketing for Social Change – Current Topics in Consumer and Social Well-being

Seminar (14266.0502)

Instructor: Julia Reinhard

Dates & Times: see Klips 

Before registering, please make sure that you can attend at all course dates. Attendance at the kick-off session as well as during presentation is mandatory to pass the course.
IMPORTANT: Please note that participants admitted to the Bachelor seminar must register for the exam in Klips. We will inform you of the binding registration / deregistration deadline for the examination in good time as soon as it has been approved by the examination office. Failure or delay in exam registration will result in exclusion from the course. 

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 (transformative) consumer and marketing research that aims at increasing consumer and social well-being. In today’s world, we face serious economic damage and harmed personal and collective well-being through social problems such as materialism, poverty, racism, injustice, chronic illnesses, (digital) vulnerability, or environmental misconduct. Many of these issues are instigated or aggravated by marketing and consumption practices but can also be alleviated by new and different company and consumer behaviors (Mick 2006). In this seminar, we will take a closer look on problem-focused research that provides rigorous scientific findings to alleviate social problems and increase consumer and social well-being.

The seminar in the winter semester 2021/22 is intended to introduce the participating students to some current key topics in digital marketing and in the field of marketing analytics. From participants to be interested in working on marketing-specific topics, to be highly motivated and to be willing to work in a team. 

A detailed syllabus  can be found here.


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.