Applied Research Project in Marketing

Business Project in Marketing

Seminar (14266.0110)

            Instructor: Prof. Dr. Franziska Völckner
            Date, Time &  Room: see KLIPS

This course is being run in cooperation with OBI, one of Europe’s leading DIY retailers.
The course is aimed at students who are interested in finding out what it is like to work as a marketing manager and market researcher. Students will be divided into groups of 3-4 to work on a business project case on brand analytics. An important question that brand managers need to answer is how consumers perceive their brand(s) and to what extent these perception dimensions represent a USP in a competitive comparison. The aim of this course is to use analytical, market research methods in order to answer this question and to derive managerial implications based on the empirical results.

The learning objectives of this course include:

• Identify relevant literature using scientific databases (e.g., Ebsco, ScienceDirect) and synthesize the information in a practice-oriented way
• Understand and apply empirical methods to answer a managerially relevant research question in the context of brand management.
• Develop analytical and problem-solving skills
• Work in a team and refine project management skills
• Accomplish a specific task within a specific timeframe and deliver it according to expectations.