Overview
- Frequency:
- Every semester
- Format:
- Blocked
- Assessment:
- Term paper with a scope of
22,200 characters (including spaces, per person) according to PStO 2015,
22,200–33,000 characters (including spaces, per person) according to PStO 2024 and a 15–25 minute presentation (per person). - Credits:
- 6 ECTS according to PStO 2015
12 ECTS according to PStO 2024 - Prerequisite:
- -
- Contact:
- Stefan Herytash (Summer Semester 2025) | Maria Knöpfle (Winter Semester 2025/26)
In the summer semester 2025, the Institute of Market-based Management will offer the following main seminar topic
Main Seminar: "AI in Marketing"
6 ECTS
Schedule:
- Kick-Off: April 23, 2025
- Methodology Workshop: April 24, 2025
- Final Presentations: July 11 & 18, 2025
As part of this main seminar, students will receive a structured introduction to the topic, beginning with the creation of a comprehensive literature review on their chosen subject. Building on this foundation, participants will then tackle a specific practical assignment. They will integrate the topic into a developed literature overview, derive implications for practice, and identify areas for further research. Coursework can be completed in either German or English, with language coordination conducted with the assigned supervisor.
Important: Successful completion of the seminar qualifies students, according to examination regulations, for admission to the Bachelor’s thesis.
For further inquiries, please contact Stefan Herytash.
Content and Structure
Please note that both the Kick-Off and the Block Seminar are mandatory sessions. If you are unable to attend either of these dates, participation in the seminar will not be possible.
Specific topics and content will be announced during the Kick-Off session.
Application and Further Information:
For all details regarding seminar placement, please refer to the Central Seminar Placement.
In the winter semester 2025/26, the Institute of Market-based Management will offer the following main seminar topic
Main Seminar „Current Trends in Market-based Management”
- 6 ECTS
- Schedule:
- Kick-Off: 15.10.2025
- Workshop on "Literature Review": 16.10.2025 (expected)
- Workshop on Presentations: 02.12.2025 (expected)
- Final Presentations: 08. and 09.01.2026
- As part of the main seminar, the subject matter is usually dealt with for the first time, including a conceptual definition and presentation of the current state of research as well as the analysis of a paper in detail. You will classify this topic in the literature review, develop implications for practice and ideas for further research needs. The paper can be written in German or English and will be discussed with the assigned supervisor.
- Important: According to the examination regulations, successful completion of the seminar entitles you to be admitted to the Bachelor's thesis.
If you have any questions, please contact Maria Knöpfle.