Behavioral Marketing: Foundations, Methods, and Current Topics
An introdution into behavioral aspects of marketing management
Quick Info: Bachelor ׀ Seminar, advanced Seminar ׀ English ׀ Every semester ׀ ECTS 6
General Information
| Lecturers | Prof. Dr. Martin Paul Fritze and David Hähnchen |
|---|---|
| Times | Winter Term: October 30, 2025 until January 15, 2026 Summer Term: April 23, 2026 until July 9, 2026 |
| Language | English |
| Credits | 6 ECTS - Successful participation qualifies for writing a bachelor thesis |
| Application | The application process is centrally organized. Further details can be found here: Link |
| Contact | d.haehnchen@lmu.de |
Course Description
This seminar introduces participants to behavioral aspects of marketing management, with a focus on consumer psychology and behavior. Emphasis is placed on experimental findings from behavioral science pertaining to insights and implications for marketing practice
Assignment / Grading
Each student is assigned a topic and contributes a written section (22,200–33,300 characters) to a joint seminar paper. In addition, each student gives a 10-minute presentation. The presentations are followed by a Q&A (5-10 minutes per person), in which active participation is expected. Grading will be based equally on the written contribution to the seminar paper (50%) and the presentation (50%).
Tentative Schedule Winter Term 2025
| Date | Day | Time | Place | Content |
|---|---|---|---|---|
| October 30, 2025 | Thursday | 03:30 PM - 06:30 PM | Room 332, Ludwigstr. 28/RB | Kick-off |
| November 14, 2025 | Thursday | 08:00 AM - 04:00 PM | Room 323/ 331 Ludwigstr. 28/RB | Individual sessions (upon request) |
| November 27, 2025 | Thursday | 02:30 PM | Email | Submission deadline intermediate presentation |
| November 28, 2025 | Friday | 02:30 PM - 04:30 PM | Room 332, Ludwigstr. 28/RB | Intermediate presentation |
| December 12, 2025 | Friday | until 11:59 PM | Submit via the following link | Submission deadline seminar paper |
| December 16-19, 2025 | 08:00 AM - 04:00 PM | Room 323/ 331, Ludwigstr. 28/RB | Individual feedback sessions | |
| January 14, 2026 | Wednesday | 02:30 PM | Email | Submission deadline final presentation |
| January 15, 2026 | Thursday | 02:30 PM - 05:30 PM | Room 332, Ludwigstr. 28/RB | Final presentations |
Tentative Schedule Summer Term 2026
| Date | Day | Time | Place | Content |
|---|---|---|---|---|
| April 23, 2026 | Thursday | 02:00 PM - 05:00 PM | Room 329, Ludwigstr. 28/RB | Kick-off |
| May 7, 2026 | Thursday | 08:00 AM - 04:00 PM | Room 323, Ludwigstr. 28/RB | Individual sessions (upon request) |
| May 19, 2026 | Tuesday | 02:00 PM | Email | Submission deadline presentations & discussions of proposed paper struture |
| May 21, 2026 | Thursday | 02:00 PM - 05:00 PM | Room 329, Ludwigstr. 28/RB | Presentations & discussions of proposed paper struture |
| June 5, 2026 | Friday | until 11:59AM | Submit via the following link | Submission deadline seminar paper |
| June 18, 2026 | Thursday | 08:00 AM - 04:00 PM | Room 323, Ludwigstr. 28, RB | Individual feedback sessions |
| July 7, 2026 | Tuesday | 02:00 PM | Email | Submission deadline presentation |
| July 9, 2026 | Thursday | 02:00 PM - 05:00 PM | Room 329, Ludwigstr. 28/RB | Final presentations and discussions |
Further Information
- Attendance at all scheduled sessions of the course is mandatory.
- See guideline (PDF, 493 KB) for scientific paper.
- All times are s.t.!
- All sessions will be held in person.
- The number of participants is limited to 10.
- Suggested readings for the course and a list of relevant literature will be given in class and included in the course material.
- All PowerPoint presentations should use the following slide master (PPTX, 1,673 KB)