Marketing Seminar for Empirical Business Science Research Projects
Marketing-Seminar für empirische wirtschaftswissenschaftliche Forschungsprojekte
6 CPevery semesterENFÜS
Contents
• Bi-weekly seminar for content delivery and feedback • Several milestones (presentations and exercises) • Structured programme to support research project development: • Developing a feasible and relevant research question • Grounding the project in research literature, working with literature, citation • Developing a conceptual model and fallible, empiricallly testable hypotheses • Developing an empirical research design • Writing, structuring, storylining, revising a thesis or research paper • Select support for data analysis with statistics software
Learning outcomes
Students are able to approach an empirical Business science research project in a structured way. They can translate a practically relevant issue into a feasible research question. One focus is on questions of marketing, innovation and entrepreneurship. Students have mastered systematic literature search and research, how to build conceptual models, set up empirical studies, analyse the data, and write scientific texts and theses in the social sciences. Students can work with various tools, such as Google Scholar (or other literature data bases), ChatGPT (or other large language models), Zotero (or other citation software), JASP (or other data analysis software).
Assessment
Assessment is individual (no group projects); it comprises four different milestones: • Short presentation: research question (ca. 5 minutes, max. 3 slides/1poster) with feedback (Milestone 1: 10%) • Short presentation: conceptual model (1 figure on a slide/poster) with feedback (Milestone 2: 20%) • Written introduction (2-3 pages + literature table), group exercise for feedback generation (Milestone 3: 30%) • Presentation: research design (ca. 10 min, 5-7 slides, generating variance, measurement, planned analysis) with feedback (Milestone 4: 40%)
Literature (4)
- Script/slides
- Excercises
- Literature recommendations in seminar
- How-to-write-a-thesis guide at the Marketing Chair
Remarks
There are three variants to take this seminar: (1) Students take the seminar for credits; they receive a topic to work on during the seminar (2) Students take the seminar for credits; they develop an own thesis topic during the seminar, in preparation for their final thesis (3) Students take the seminar while working on their final thesis at the Marketing Chair
Source: BTU's module description · retrieved 29 Sep 2026Original