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Seminar: Contemporary Topics in Marketing Management“

Course code
MKT432
Course type
BSc Course
Weekly Hours
2,0
ECTS
6,0
Term
FS 2022
Language
Englisch
Lecturers
apl. Prof. Dr. Tim Oliver Brexendorf
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.
Marketing management is a dynamic area of research. The purpose of this seminar is to provide BSc students with a fundamental understanding of contemporary topics and developments in marketing management, focusing on the latest research, business, and societal developments. Students are expected to explore and read about relevant topics, thus adding to the richness of the course content and learning. They are offered opportunities to examine relevant and substantive topics such as subsequent brand extensions, category creation, augmented reality, marketing & voice assistants, brand storytelling, second hand products, product wrapping and many more, and in this manner widen the basic understanding of the marketing management discipline. A formal paper will be written by each student on one specific contemporary marketing management topic (a selection out of around 30 topics) and the individual results will be presented at the end of the seminar. This broadens the student’s perspective in a wide array of marketing management topics and provides a great opportunity for participating in the course and for encouraging mutual learning. The learning process will be accompanied with two individual Microsoft Team meetings with the lecturer.
Date Time
Monday, 24.01.2022 15:30 - 19:30
Tuesday, 01.02.2022 15:30 - 20:30
Friday, 11.02.2022 13:45 - 18:45
Monday, 14.02.2022 00:00 - 23:59
Tuesday, 15.02.2022 09:45 - 15:15
Thursday, 17.02.2022 13:45 - 18:45
Monday, 21.02.2022 00:00 - 23:59
  • Know more about contemporary topics in marketing,
  • Learn how to do a literature research on selected marketing topics,
  • Understand how to select and prioritize knowledge and insights,
  • Learn about academic writing,
  • Learn how to present selected insights on marketing topics,
  • Learn how to transfer research insights into practical implications, and
  • Learn how academic knowledge can inform decisions in marketing practice.
There is no compulsory textbook for this seminar. Information about the literature will be provided in the course. It is expected that the students show deep in marketing management topics and are interested in conducting athorough literature research.
Grundlegende Kenntnisse im Marketing
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