Project Course: Customer Insights and Applications

Quick Info: Master ׀ Seminar ׀ English ׀ Summer term
Lecturer | Prof. Dr. Martin Paul Fritze |
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Times | Summer Term |
Language | English |
Credits | Project, four contact hours, 12 ECTS (PStO 2018 & PStO 2024) |
Application | The application process is centrally organized |
Number of Participants | 8 |
Contact | David Hähnchen (d.haehnchen@lmu.de) |
In this course, students collaborate in teams to solve real-world business challenges in close partnership with leading companies. Throughout the semester, you will take on the role of a consultant — combining analytical precision, creativity, and academic rigor to address consumer behavior challenges and potentials.
The course bridges theory and practice by applying scientific methods from marketing and behavioral research to current business problems. You will gain hands-on experience in project-based teamwork, develop actionable insights, and present your recommendations directly to company representatives.
In addition to strengthening your analytical and consulting skills, you will learn how to structure findings, communicate results effectively, and defend your conclusions in a professional setting. The project work is jointly supervised by the institute’s academic staff and industry partners, ensuring both methodological depth and practical relevance.
This year’s project is conducted in cooperation with Bain & Company.
Date | Day | Time (s.t.) | Place | Content |
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Apr 13, 2026 | Monday | 09:00 AM - 12:00 PM | Room 329, Ludwigstr. 28/RB | Kick-off and introduction |
Apr 27, 2026 | Monday | 09:00 AM - 12:00 PM | Room 329, Ludwigstr. 28/RB | Proposal presentation |
July 10, 2026 | Friday | until 11:59 AM | Submission deadline for final presentations | |
July 13, 2026 | Monday | 09:00 AM - 01:00 PM | Room 329, Ludwigstr. 28/RB | Final presentations |
July 27, 2026 | Monday | tbd | tbd | Final presentations at Bain & Company |