040578 SE Seminar Marketing (MA) (2025S)
Continuous assessment of course work
Labels
Summary
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 10.02.2025 09:00 to Tu 18.02.2025 12:00
- Registration is open from We 26.02.2025 09:00 to Th 27.02.2025 12:00
- Deregistration possible until Fr 14.03.2025 23:59
Registration information is available for each group.
Groups
Group 1
max. 24 participants
Language: English
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Wednesday 19.03. 15:00 - 20:00 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
- Wednesday 02.04. 15:00 - 20:00 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
- Wednesday 09.04. 15:00 - 20:00 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
- N Wednesday 04.06. 15:00 - 20:00 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
- Wednesday 11.06. 15:00 - 20:00 Seminarraum 15 Oskar-Morgenstern-Platz 1 3.Stock
Aims, contents and method of the course
Assessment and permitted materials
The final grade consists of three components:
Class participation 10%
Presentation 30%
Seminar paper 60%
Class participation 10%
Presentation 30%
Seminar paper 60%
Minimum requirements and assessment criteria
Students who achieve less than 50% fail the course. Students are required to attend all sessions.Please note: Policies regarding academic integrity must be followed. Any transgressions will be pun-ished. If issues of academic integrity arise in this course, please talk to the instructor immediately.
Examination topics
Each topic will be assigned to two participants. While they have to write the final seminar paper on their own, the presentation will be a group presentation.
Reading list
De Pelsmacker, Patrick, Maggie Geuens, and Joeri Van den Bergh (2021), Marketing Communications. A European Perspective (7. ed.). Pearson.Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd (2021), Marketing Communications (2. ed.). Routledge.Tellis, Gerald T. and Tim Ambler Eds. (2007), The Sage Handbook of Advertising. Thousand Oaks, CA: Sage.
Group 2
max. 24 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Friday 14.03. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 21.03. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 28.03. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 04.04. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 11.04. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- N Friday 09.05. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 16.05. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 06.06. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 13.06. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 20.06. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Friday 27.06. 15:00 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
- Sunday 29.06. 08:00 - 08:05 Digital
Aims, contents and method of the course
This course is aimed at students of the Master's degree programs in Business Administration and International Business Administration who have chosen “Marketing” as their major. Positive completion of the courses Data Analysis for Marketing and Management Decisions, Marketing Research and Consumer Behavior is a prerequisite for attending the seminar.The aim of the course is to analyze and present a studies on persuasive advertising and to write a seminar paper. In the first two units, the course instructor introduces the topic. The two subsequent blocks are devoted to an individual group discussion and the final presentation. The seminar paper must be written in German and handed in at the end of the semester.
Assessment and permitted materials
The following components make up the final grade:
• Written seminar paper (60 percent)
• Presentation (40 percent)
• Written seminar paper (60 percent)
• Presentation (40 percent)
Minimum requirements and assessment criteria
Attendance in all sessions is a prerequisite for completing the seminar. Absence in the first session will result in deregistration from the course. The last date to withdraw from the course is March 14.For a positive completion of the course, a total of at least 50 percent is required. The positive grade range is divided equally. The seminar paper is written within a group. The course uses Turnitin for plagiarism checking.
Examination topics
Die Leistung wird anhand der Seminararbeit, der Präsentation und der Teilnahme am Unterricht bewertet.
Reading list
Armstrong, J.S. (2010): Persuasive Advertising – Evidence-based principles, Palgrave MacmillanAdditional literature
Tellis, G.L. (2004): Effective Advertising – Understanding When, How, and Why Advertising Works, Sage
Tellis, G.L. (2004): Effective Advertising – Understanding When, How, and Why Advertising Works, Sage
Association in the course directory
Last modified: Tu 25.02.2025 15:25
The aims of the seminar are:
• Familiarize students with relevant marketing topics.
• Improve students’ understanding of scientific work and increase their ability to synthesize rele-vant findings.
• Increase students’ analytical skills and their ability to link conceptual / theoretical knowledge to practical implications.
• Improve students’ academic writing skills, as well as their communications and presentation skills.In the first meeting, the instructor introduces the topic and assigns the seminar topics to the partici-pants. The second block of meetings contains individual discussions about the outline of the seminar thesis. The final block of meetings contains the presentations of the seminar theses. The seminar paper must be written in English and submitted at the end of the semester.Successful completion of the courses Data Analysis for Marketing and Management Decisions, Marketing Research and Consumer Behavior is a prerequisite for attending the seminar.