Online Course Guide of WHU –

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Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be revealed after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Fall and Spring.

Spring 2021  ›  Bachelor of Science  ›  Bachelor of Science - 6th Semester  ›  Seminar

Seminar: Contemporary Topics in Marketing Management“

Course Code:
MKT432
Lecturers:
apl. Prof. Dr. Tim Oliver Brexendorf
Course Type:
BSc Course
Week Hours:
Term:
Spring 2021
Language:
Englisch
Credits:

(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
Friday, 15/01/2021
01:45 PM till 06:45 PM
Thursday, 21/01/2021
01:45 PM till 06:45 PM
Tuesday, 16/02/2021
01:45 PM till 06:45 PM
Monday, 08/03/2021
01:45 PM till 06:45 PM
Tuesday, 09/03/2021
01:45 PM till 06:45 PM
Monday, 15/03/2021
12:00 AM till 11:59 PM
  • 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.
Basic knowledge in marketing