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Aktuelle Themen in Digital Marketing und Marketing Analytics

Seminar (14266.0104)

Instructor: Tobias Hinze M.Sc. (Prüfer)

Dates & Times: see Klips 
The seminar takes place online via Zoom.

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 by April 10th, 2021, (23:59 hrs) already! Failure or delay in exam registration will result in exclusion from the course. 

Content

The objective is to impart in-depth knowledge on current issues in empirical marketing research on topics within digital marketing and marketing analytics. The aim is to introduce students in particular to empirical research papers from international journals. Furthermore, the students are to be prepared for the requirements of a Bachelor's thesis with the preparation of a scientific term paper. Finally, the seminar serves to further develop communication skills. In addition to a lecture, we see active participation in the event and the lively exchange of information among each other as important prerequisites for training these skills. 

The seminar in the summer semester 2021 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 of the course including seminar topics can be found here.

Examination

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.