Master Theses 2013
New topics for master theses have been announced:
- Market Entry Pricing
- Consumer Perception of Payment Methods (e.g. cash, credit, debit, and contactless payments)
- Health Behavior and Patient Compliance
If you are interested in writing your master thesis at the chair, contact Alexander Mrozek at firstname.lastname@example.org
Offered courses 2013 (spring term)
BSC Strategy as Theory and Practice
Strategy as Theory" is aimed at introducing the students to the theory in the field of strategic management. It discusses the history of strategy from its military origins through its development into business policy to the tools and theories of today. Further, it covers major schools of thought, their value, detractors and how they compare. Students will be introduced to major strategic tasks, they will learn what these can provide and how they differ from different schools' perspectives. Instruction is provided on how to choose and use basic core strategies. The course will be based on a combination of lectures and case studies.
MSC Advanced Market Research
The objective of this course is to provide students with both a conceptually sound and practice-oriented perspective on the application of marketing research methods. First, the course deals with defining appropriate research designs in terms of defining the target population, choosing an appropriate sampling technique and selecting an efficient data collection method. Second, special emphasis is put on efficient multivariate data analysis techniques such as factor analysis and multivariate regression analysis. Finally, by using real-life application examples, this course will ensure a close connectedness between theory and practice. The overall proportion of quantitative methods applied in this course is 75%.
MSC Payment and Consumer Behavior Seminar
Consumers interact with stores on several occasions throughout a purchase process: for example, they see a store's advertising, interact with service staff and consume the products they bought. However, the actual financial transaction procedure, the purchase of products, has begun to spur interest both on a theoretical and practical side. Pioneering research has found several effects of payment choice (most prominently cash and credit) on how consumers feel towards a store and act in the future. From a practical side, several firms are testing innovative payment methods such as mobile or contactless payments. This seminar picks up on this emerging field and offers participants theoretical and practical insights into current practices both in terms of (i) psychological effects on consumer behavior and (ii) new developments regarding innovative payment methods such as mobile payment schemes.
EMA Grundlagen wissenschaftlicher Forschung
Die Vorlesung "Einführung in die Marktforschung" hat das Ziel, den Studierenden ein grundlegendes Rüstzeug zur Planung, Durchführung und Auswertung einer einfachen empirische Marktforschungsstudie an die Hand zu geben. Die Vorlesung legt dabei den Schwerpunkt auf die praktische Anwendung und stellt den Studierenden einen konkreten Ablaufplan zur Verfügung, um eigenständig eine quantitative empirische Studie von der Datenerhebung bis zur einfachen empirischen Datenanalyse durchzuführen.