The Chair of Marketing and Consumer Behavior offers the following courses:

Bachelor

Consumer Behavior

Why do consumers choose a particular product? This module provides you with the core foundations of consumer behavior. You will learn to distinguish between affective and cognitive processes and analyze their influence on purchase decisions. In addition, you will examine the consumer both as an individual and within a social context, and develop an understanding of target group segmentation in marketing.

Marketing Analytics

Data is the key to sound marketing decisions! In this module, you will be introduced to data-driven analysis in marketing. You will learn how to design marketing studies, collect data, and assess its quality. Furthermore, you will explore how to prepare and analyze data in order to derive actionable recommendations for practice.

Master

Marketing Research

How can complex marketing questions be answered using data? In this module, you will deepen your knowledge of multivariate analysis methods such as regression, mediation, and factor analysis. You will learn how to select appropriate methods, apply them independently, and critically evaluate them. The goal is to confidently interpret analytical results and derive well-founded strategic decisions.

High-Tech Marketing

How can innovative technologies be successfully positioned in the market? This module provides you with a comprehensive insight into the specifics of high-tech marketing. You will explore innovation and diffusion theories, analyze consumer preferences, and learn how to deal with uncertainty in dynamic markets. In addition, you will apply established marketing frameworks to develop strategies for technology-driven products.

Seminar: Current Research Approaches in Marketing

Would you like to experience cutting-edge research firsthand? In this seminar, you will engage intensively with a selected topic in pricing strategy. You will analyze relevant academic articles, develop a deep understanding of current research developments, and critically reflect on the findings. The seminar provides ideal preparation for independently writing an academic thesis at the master’s level.

Practical Project

Theory meets practice! In this module, you will work together with a company on a real-world business problem. You will independently develop solutions, apply your previously acquired knowledge in a targeted way, and present your results in the form of an academic paper. Finally, you will present your solution to the project partner and strengthen your communication and teamwork skills.

Further information can be found on our website under the respective module.