Lectures

Lectures

We offer the following lectures:

  • Digital Marketing (winter semester, English): In the lecture Digital Marketing students develop knowledge of the phenomena of marketing practice and research related to the evolution of web-based technologies as well as current trends and development in this field. 2020
  • New Customer Relationship Management (winter semester, English): In modern management, Customer Relationship Management is often misunderstood as software-based approach to store customer information and use it for marketing purposes. This approach, however, neglects the fundamental principle of customer orientation in marketing. Thus, customer-oriented approaches like Relationship Marketing or Service Dominant Logic are suggested as alternatives. This lecture introduces students to customer-oriented approaches as tools for relationship management and deepens this knowledge in the context of digitalized and connected transactions. 2020
  • SPSS (winter semester, German): SPSS is a seminar for students with basic knowledge of market research, aiming to apply this knowledge to given data sets. Students get familiar with the software SPSS and can apply main methods based on SPSS. The seminar is planned as a block seminar. 2020
  • Method Lab (summer semester, German): Method Lab is aimed at students with basic knowledge in market research. It aims to apply this knowledge based on data collected by the students. For this, students plan, implement and analyze their collected data regarding a given subject. This seminar is planned as a block seminar. 2020
  • IKEA (winter semester, one-off, German): IKEA is a seminar for students aiming to deepen their knowledge on the implementation of marketing tools from a best-practice-perspective. IKEA is well-known for its development and efficient implementation of marketing instruments to maximize their marketing efficiency and effectiveness. Students are introduced to these marketing tools during a visit to IKEA. They will subsequently evaluate these tools at multiple levels. 2019
  • Introduction to Cost and Profitability Accounting (summer semester 2017, 2019 and 2020, German): ICAIA/EKWR (Abbreviation) is a basic lecture for students of fields other than business administration and management and offers insights to the fundamentals of cost accounting and investment appraisal. 2019