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Marketing Seminar I

Marketing at the University of Cologne

Seminar (14266.0801)

Instructor: Prof. Dr. André Marchand


Guided by the principle of research-based learning, master’s students apply theoretical and methodological knowledge from marketing and statistics, which they acquired during their studies, by creating a marketing concept for a clearly defined area of the University of Cologne (e.g., WiSo-faculty, KölnAlumni, Kölner Studierendenwerk, Universitätssport, Kölncampus Radio). 

The following tasks are performed in groups:

Students start by working out competitive advantages and unique selling points from the customer perspective, which are important cornerstones of marketing strategies. They are worked out in an inductive-exploratory way as students collect information and perform their own research on the respective area of the University of Cologne and the relevant competing areas. Afterwards, they conduct qualitative interviews with other students as well as employees of the respective area to gain a dual perspective and to ensure that all relevant aspects are considered.

In a next step, students build an online questionnaire and let a larger number of students, which are not participating in this course, assess the importance of the previously identified competitive advantages and unique selling points. The results are evaluated deductively by using statistical methods (e.g., cluster and correlation analyses). 

Based on the results, students develop a marketing concept. At the end of the seminar, all participating students discuss the presented marketing concepts of the respective groups.



  • can apply theoretical marketing knowledge to a specific situation and create a marketing concept.
  • can conduct and evaluate qualitative interviews.
  • can develop online questionnaires and evaluate them using adequate quantitative methods.
  • can summarize the implications of their empirical research in form of a short (YouTube-typical) video and visualize them in a way that suits their target group.
  • can apply project management strategies in teams to an empirical research project.
  • can summarize their research in form of an academic seminar paper.


The grade will be based on the video presentation (50%) and the seminar paper (50%). Both assignments need to be passed for successfully completing the whole course.

The examination results from rigor and quality of the qualitative and quantitative interviews and their evaluations. In addition, the derived implications, the developed marketing concept and its visualization in form of a video are evaluated. The students work in groups and receive individual feedback throughout the seminar from the lecturer. They are allowed to assign specific areas of expertise to each group member (e.g., the conception and execution of the qualitative interviews or the creation of the video). It should be indicated on one page at the end of the seminar which group member contributed to which part of the solution (“contribution statements“).

Die Gesamtnote setzt sich aus der Video-Präsentation (50%) und der Hausarbeit (50%) zusammen. Beide Teile müssen bestanden sein, um den Kurs erfolgreich abzuschließen.

Die Prüfungsleistung ergibt sich aus der Sorgfalt und Qualität der durchgeführten qualitativen und quantitativen Studien und ihren Auswertungen. Zudem werden die daraus abgeleiteten Implikationen, das entwickelte Marketingkonzept und die Visualisierung in Form eines Videos bewertet. Die Studierenden arbeiten die gesamte Seminarzeit über in ihren Gruppen und erhalten währenddessen individuelles Feedback vom Lehrenden. Sie können innerhalb der Gruppen bestimmte Kompetenzschwerpunkte einzelner Gruppenteilnehmer/innen festlegen (z.B. für die Konzeption und Durchführung der qualitativen Interviews oder das Erstellen des Videos). Am Ende des Seminars muss auf einer Seite angegeben werden, welche Gruppenteilnehmer/innen welche Leistungen erbracht haben („contribution statements“).

Video Presentation

Each group should present the implications of their research and the developed marketing concept in form of a short  YouTube video (5 minutes max.), in a way that suits the target group of the chosen area. Afterwards, their insigths will be discussed in class.

Seminar Paper

Students will group in teams and report their work in form of a seminar paper (10 pages) which focuses on method and results of their qualitative and quantitative studies. Detailed guidelines for writing a seminar paper at our department are provided during the seminar.


An interest in statistics and experience in conducting empirical studies is beneficial but not a requirement.

Important Dates

All meetings will take place in seminar room 1.31 (Building 810, Universitätsstr. 91) from 4pm tp 7pm.


Registration via KLIPS

Registration for the seminar is possible via KLIPS in the first registration phase.




This session will give an introduction to requirements of the seminar and areas of the University of Cologne. We will select areas of research and form groups. 


Optional indivdual support

Individual feedback will be provided to each group.



Discussion I

During this session, all participants will discuss their qualitative analyzes and develop a quantitative survey.


Optional indivdual support

Individual feedback will be provided to each group.



Discussion II

Students will discuss their quantitative analyzes and prepare for the video.



Video premiere

Students will present and discuss their videos.



Submission of seminar paper and final video

Please submit a PDF version of your seminar paper via ILIAS. The video can be submitted via e‐mail (up to 20 MB) or any cloud drive (e.g., Sciebo, Dropbox, or WeTransfer) by submitting an URL to your supervisor. Also submit a printed version of the signed declaration (only this page) to our department.