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 | Summer Term and Winter Term |
| 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 | David Hähnchen (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 2026/2027
| Date | Day | Time | Place | Content |
|---|---|---|---|---|
| Oct 12, 2026 | Monday | 10:00 AM - 01:00 PM | Room 329, Ludwigstr. 28/RB | Kick-off |
| Oct 20, 2026 | Tuesday | 08:00 AM - 04:00 PM | Room 323, Ludwigstr. 28/RB | Individual sessions (upon request) |
| Nov 06, 2026 | Friday | 10:00 AM - 03:00 PM | Room 329, Ludwigstr. 28/RB | Intermediate presentations |
| Dec 10, 2026 | Thursday | until 11:59 PM | Submit via the following link | Submission deadline seminar paper |
| Dec 15, 2026 | Tuesday | 08:00 AM - 04:00 PM | Room 323, Ludwigstr. 28, RB | Individual feedback sessions |
| Jan 19, 2027 | Tuesday | 02:00 PM | Email | Submission deadline presentations |
| Jan 20, 2027 | Wednesday | 02:00 PM - 06:00 PM | Room 329, Ludwigstr. 28/RB | Final presentations |
Further Information
- Attendance at all scheduled sessions of the course is mandatory
- See guidelines (PDF, 413 KB)
- 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)
- Coursework reviews can be scheduled individually