Content, progress and pedagogy of the module

Content:

Firms face a variety of marketing challenges as diverse as identifying promising target groups, continuous development of their offers, strategically designing their sales channels, and managing cross-departmental integration. In the marketing project, selected real-life problems will be focused and dealt with in-depth; that is, students work in their project on solving a business problem.

Progress:

We expect students to develop specific knowledge on and become familiar with the problem under investigation. They will analyse it through critical thinking and original research. We also seek students to become better versed in identifying relevant theoretical concepts and theories as well as applying them to a practical problem.

Pedagogy:

Students learn via self-study knowledge about the problem at hand. Furthermore, they will receive knowledge and training to facilitate the project work and writing. The focus lies on students analysing and working on a specific real-life problem.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• In depth-theoretical knowledge revolving around a selected problem in the field of marketing management.
• Critical reflection of that theoretical knowledge in a specific industry setting; knowledge about particular business practices in the respective problem setting.
• Methodological approaches, such as research philosophy and research designs, to conduct business research.

Skills

The objective is that the student after the module possesses the necessary skills in:

• Departing from a business problem, students define and conceptualize the problem under investigation.
• Formulating the applied methodological approach, including, for example, the research philosophy, approach to theory development, and research strategies and procedures.
• Critical discussion of the academic literature, weighing opposing arguments and making choices of what is important or relevant to the given problem.
• Project- and time-management skills in a group context.

Competences

The objective is that the student after the module possesses the necessary competences in:

• Analyzing and solving a business problem of a profit or non-profit organization by applying theoretical concepts and theories to the business case at hand.
• Designing and carrying out business research, aiming to generate results on which basis practical insights and recommendations can be formulated.

Building independently a knowledge base for a specialized topic, allowing for subsequent inquiry into that topic.

Exam

Exams