Project Course: Customer Insights and Applications

Quick Info: Master ׀ Seminar ׀ English ׀ Summer term

General Information

LecturerProf. Dr. Martin Paul Fritze
TimesSummer Term
LanguageEnglish
CreditsProject, four contact hours, 12 ECTS (PStO 2018 & PStO 2024)
ApplicationThe application process is centrally organized
Number of Participants8
ContactDavid Hähnchen (d.haehnchen@lmu.de)

Course Description

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.

Tentative Schedule Summer Term 2026

DateDayTime (s.t.)PlaceContent
Apr 13, 2026
Monday
09:00 AM - 12:00 PMRoom 329, Ludwigstr. 28/RBKick-off and introduction
Apr 27, 2026
Monday09:00 AM - 12:00 PMRoom 329, Ludwigstr. 28/RBProposal presentation
July 10, 2026
Friday
until 11:59 AMEmailSubmission deadline for final presentations
July 13, 2026
Monday
09:00 AM - 01:00 PMRoom 329, Ludwigstr. 28/RBFinal presentations
July 27, 2026
Monday
tbdtbdFinal presentations at Bain & Company

Further Information

  • All sessions will be held in person.
  • See guideline (PDF, 493 KB) for scientific paper.
  • Please use the following template (PPTX, 1,673 KB) for presentations.
  • Suggested readings for the course and a list of relevant literature will be given in class and included in the course material.