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 & N.N. |
|---|---|
| Times | April 30, 2025 until July 16, 2025 (blocked) |
| Language | English |
| Credits | 6 ECTS - Successful participation qualifies for writing a bachelor thesis |
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
Students are assigned a topic, prepare a seminar paper (approx. 10-12 pages; 22,200-33,000 characters) on this topic, and give a 15-minute presentation of their paper. Presentations are followed by a 10-minute group discussion in which active participation is expected. Grading will be based on written assignment (50%) as well as on oral contributions (50%).
Tentative Schedule
| Date | Day | Time | Place | Content |
|---|---|---|---|---|
| April 30, 2025 | Wednesday | 03:30 p.m.-06:30 p.m. | Room 329, Ludwigstr. 28/RB | Kick-off |
| May 21, 2025 | Wednesday | 02:30 p.m.-04:30 p.m | Room 329, Ludwigstr. 28/RB | Presentations & discussions of proposed paper struture |
| June 4, 2025 | Wednesday | tba | Room 331, Ludwigstr. 28/RB | Individual sessions (upon request) |
| June 11, 2025 | Wednesday | until 11:59 a.m. | Submission deadline seminar paper | |
| July 2nd, 2025 | Wednesday | tba | Room 331, Ludwigstr. 28, RB | Individual feedback sessions |
| July 9, 2025 | Wednesday | until 11:50 a.m. | Submission deadline presentation | |
| July 16, 2025 | Wednesday | 02:30 p.m.-05.30 p.m. | Room 329, Ludwigstr. 28/RB | Final presentations and discussions |
Further Information
- Attendance at all scheduled sessions of the course is mandatory.
- 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.