Diverging Stakeholder Perspectives on the Relevance and Value of Brands

Seminar (14266.0204)

          Instructor: Philip Pollmann-Schweckhorst

          Kick-Off: Diverging Stakeholder Perspectives on the Relevance and Value of Brands
          Date: April 15, 2021
          Time: 10:00 am - 18:00 pm
          Room: 

          Deadline for term papers
          Date: June 25, 2021
          Time: 11:59am

          Deadline for abstracts and presentations
          Date: July 2, 2021
          Time: 11:59am
         
          Presentations: Seminar presentations of papers
          Dates: July 14, 2021 09:00am - 06:00pm and July 15, 2021, 09:00am - 06:00pm
          Room: Digitally via Zoom

Before you register for the course, please ensure that you will be able to attend both sessions! Participants admitted to the bachelor seminar must register bindingly for the examination in Klips by March 16, 2022 (23:59)! Failure to register for the exam will result in exclusion from the course. Attendance is compulsory for all participants. Failure to attend will result in exclusion from the course and a corresponding number of malus points!

Criteria for course credit

In order to receive the full course credit, the following requirements must be fulfilled:

→   Term paper – each student in the group must contribute to the paper

→   Preparation and delivery of a group presentation

→   Active participation in the sessions. Students are expected to make significant contributions to any discussions which take place during the course

A detailed syllabus of the course including seminar topics can be found here.

 

Examination

The examination consists of two parts:

• Academic paper on a specific topic (seminar thesis),
• Presentation and discussion of seminar topics.

Students are jointly evaluated on their seminar thesis, presentation and participation. 

Die Prüfungsleistung besteht aus zwei Teilen:

• Wissenschaftliche Arbeit über ein bestimmtes Thema (Seminararbeit),
• Präsentation und Diskussion der Seminarthemen.

Studierende erhalten eine Gesamtnote basierend auf ihrer Seminararbeit, ihrer Präsentation und ihrer Beteiligung. 

Learning Objectives

The aim of the seminar is to develop a more detailed understanding of a marketing topic. The first part consists of a seminar presentation and discussion. Students present their results to the other participants in small groups and discuss them. The second part of the seminar is a seminar thesis. Students learn how to critically assess academic literature and write a thesis on a scientific topic.

• Deeper understanding of a specific topic within the module group/major Marketing,
• Preparation for the requirements of a bachelor thesis,
• Development of basic skills to write an academic paper,
• Critical assessment of academic literature,
• Ability to discuss scientific topics,
• Communication and presentation in management-oriented communication situations,
• Working in groups.

Additional Information

The course will be conducted in form of a block seminar and intense group work. There will be four elements to the competence development.

Introductory session

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 also 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 and presentations

The presentations will be held during a 2-day block seminar. On these days, each student group will present one topic regarding managing new products. Presentations should be composed and held in English. It should be the result of a collaborative effort and it must be internally consistent. 

Term paper

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 length of the term paper should be about 12 pages per group member. 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.

Supervisor meetings

Each group will be assigned to a supervisor. During the term, each group has the opportunity to schedule 2-3 meetings with the supervisor to discuss their progress and potential questions.

 

Please take the information provided on ILIAS on how to write a term paper, a bachelor, or a master thesis into consideration!