Project Course: Customer Insights and Applications
Quick Info: Master ׀ Seminar ׀ English ׀ Summer term
General Information
| Lecturer | Prof. Dr. Martin Paul Fritze |
|---|---|
| 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) |
Course Description
In an increasingly interconnected world, customer experiences are no longer confined to either physical or digital environments—they exist at the intersection of both. This project course explores the evolving landscape of phygital experiences, where brands integrate physical and digital touchpoints to create more seamless, immersive, and personalized customer experiences. In a narrower sense, phygitality refers to the integration of physical and digital elements that provide customers with a seamless shopping experience. It also encompasses technologies that bridge these two worlds, such as blockchain-based assets, augmented reality (AR), virtual reality (VR), and extended reality (XR). In a broader sense, it reflects the ongoing morphing of physical and digital lives, raising various questions about how it influences consumer behavior.
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 the summer term 2026, students collaborate closely with Bain & Company on a project that examines a contemporary consumer phenomenon through market research, consumer interviews, and experimental methods, aiming to generate insights with long-term marketing relevance. 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.
Tentative Schedule Summer Term 2026
| Date | Day | Time (s.t.) | Place | Content |
|---|---|---|---|---|
| Apr 13, 2026 | Monday | 09:00 AM - 4:00 PM | Room 329, Ludwigstr. 28/RB | Internal kick-off |
| Apr 14, 2026 | Tuesday | tbd. | Bain & Company, Karlsplatz 1, 80335 München | Introduction and kick-off at Bain & Company |
| Apr 28, 2026 | Tuesday | tbd. | Bain & Company, Karlsplatz 1, 80335 München | Proposal presentation |
| Jul 10, 2026 | Friday | 10:00 AM | Email | Submission deadline for final presentations |
| Jul 13, 2026 | Monday | 09:00 AM - 12:00 PM | Room 329, Ludwigstr. 28/RB | Final presentations |
| Jul 24, 2026 | Friday | tbd. | Bain & Company, Karlsplatz 1, 80335 München | Project 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.