In this course, students get to know how to conduct marketing and consumer research projects. Students get the opportunity to apply their acquired knowledge to realistic and complex scenarios in teams. They are introduced to all different stages of marketing and consumer research projects: designing, conducting, analysing, and reporting. The course covers a broad range of methods, including qualitative and quantitative approaches. The aim of the project is to provide students with hands-on experience in the field of marketing and consumer research as well as to derive implications for practice and research alike. In this course, generating customer insights is trained along real-world problems in marketing practice.

At the end of this course, students should:

1. Have gained knowledge about the course of a research project

2. Have first hands-on experience in marketing research

3. Have some experiences in using qualitative and/or quantitative research methods

4. Have gained knowledge in how to plan and manage an empirical investigation

5. Have gained experiences in deriving customer insights relevant for various stakeholders

Minimum attendance: 80%

Attendance in the first session and the presentations is mandatory!

Group work, presentation, discussion, coaching

Customer development phase:

• Diary Exercise (individual): 30%
• Presentation (group): 15%

Empirical phase:

• Guideline (group): 20%
• Presentation (group): 20%

Participation (individual): 5%

Peer review (individual): 10%

In order to successfully complete the course, ALL parts must be provided!

Failure to provide a part leads to immediate exclusion from the course (assessment: Nicht Genügend)!

Grading:

100-90: Sehr gut (grade 1)

89,99-80: Gut (grade 2)

79,99-70: Befriedigend (grade 3)

69,99-60: Genügend (grade 4)

59,99 -0: Nicht Genügend (grade 5)

This course can only be taken after having successfully completed courses 1 and 2.

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