Department Marketing and E-Business

Research Project (new)

Modul M.WIWI-BWL.0171

Lecturer:

  • Prof. Dr. Yasemin Boztuğ (Chair of Marketing and Consumer Behaviour)
  • Prof. Dr. Maik Hammerschmidt (Chair of Marketing and Innovation Management)
  • Prof. Dr. Waldemar Toporowski (Chair of Marketing and Retail Management)

Contact person:
Module for the following Master's degree programmes:
  • Finance, Accounting and Taxes (M.Sc.)
  • Unternehmensführung (M.Sc.)
  • Global Business (M.Sc.)
  • Taxation (M.Sc.)
  • Business and Human Resource Education (M.Ed.)
  • Business Education and Human Resource Development (M.Sc.)
  • Development Economics (M.Sc.)
  • International Economics (M.Sc.)
  • History of Global Markets (M.A.)
  • Applied Statistics
    • Caution with the following Masters courses:
  • Marketing and E-Business (M.Sc.)
  • Business Information Systems (M.Sc.)
    • This module may not be taken if the module M.WIWI-BWL.0059 Project Study has already been successfully completed. Since the project study is a compulsory module in the Master MEB, the research project cannot be chosen in this Master).
Number of participants:
Limited to a max. of 30 participants.
Admission requirements:
Due to the limited number of participants, pre-registration via the online form below is mandatory. This will be activated at the appropriate time.
Finally, we highly recommend each participant to participate in the following course:
The contents of the listed courses are assumed for the research project at the Department of Marketing and E-Business and will not be dealt with explicitly!

Recommended prior knowledge:
Learning outcome / core skills:
After successful participation, students will be able to investigate a complex topic using scientific methods and to document, present and discuss their results. By working independently on a comprehensive research project, students will be able to establish a link between theory and practice and acquire additional social skills through group work.
Contents:
  • Study the literature, formulate hypotheses about causal relationships, collect data and test hypotheses.
  • Training in methods, especially in data collection and analysis (multivariate analysis)
  • Regular presentation and discussion of progress with supervising researchers
Concrete steps:
  • Identification of the theme and milestones
  • Problem Definition
  • Identifikation und Vorstellung der notwendigen Maßnahmen für die Problemlösung
  • Information processing (preparation, analysis and compression to a level necessary for decision making) or development of a prototype
  • Final presentation
  • Preparation of a comprehensive project report including Documentation of steps taken
Sample topics from previous semesters:
  • Food Marketing in Social Media
  • Influence of a Shopping Center App on Shopping Experience
  • Gamification
  • Interactions with chatbots
  • Success factors for social live streams
  • Development of a strategy to promote sustainable consumer behaviour
Examination:
Homework (max. 15 pages per student in group work) with presentation (approx. 30 minutes)

Examination requirements:
Scientific analysis of a current marketing and information management issue in small groups, defence of the results in a group presentation (approx. 30 min.) and written documentation in the form of a joint research report (max. 15 pages per participant). Regular attendance of all group members is expected.
Information event for the project seminar in the winter term 2024/25::
The information session will present the topics and provide an opportunity to ask organisational questions.

The information event will take place on Tuesday, 10.09.2024, noon via BigBlueButton.

Registration and further dates: