* You are only eligible to take this course if you work part-time next to your studies. If in doubt whether you qualify to take the course, please e-mail the lecturer before registration.*

This course offers the opportunity to apply the latest theories and concepts in marketing to challenges at work. At the beginning of the semester, students identify an important marketing or business challenge at work. Students select a challenge specific to their position and their company. Besides that, topics can include all areas of marketing. For example, you can look at how to increase social media engagement if you work in social media marketing, or you can research success factors of product re-branding if you are involved in a re-branding project at work. To provide another example, you can explore customer tipping behavior if you work as a bartender. The goal is to leverage the latest marketing literature to make a positive impact at work. The course consists of an academic component, which includes your marketing theory paper, and your (part-time) job during winter semester 23/24. As a general guideline, you are expected to work at least 10 hours/week throughout the semester. The body of the course is composed of individual coaching sessions and your final report (academic paper and final presentation).

• Identify relevant marketing challenges at work
• Conduct a thorough literature search on a practical marketing challenge
• Synthesize research findings to solve a practical marketing challenge
• Develop your skills in deriving practical implications from research
• Reflect on the usefulness of academic research in practice
• Develop your skills in evaluating your work critically

Full attendance at the kick-off meeting (8th October) and final presentations (17th December) is mandatory. In case of illness or other important reasons, please contact the lecturer in advance.

This course uses the blended learning design. Please expect further contact hours during the semester, beyond the class hours communicated in the syllabus (in particular: additional short 1:1 Zoom calls or asynchronous discussions through Canvas or e-mail).

The course relies on project-based and work-integrated learning.

All grading components are individual assignments.

• Project idea: 5%
• Progress reports (submitted before each check-in meeting): 20%
• Final project report (academic paper, final presentation, company confirmation): 55%
• Class contribution: 20%

Grades
90% or higher = 1 (excellent); 80% or higher = 2 (good); 70% or higher = 3 (satisfactory); 60% or higher = 4 (sufficient; 59% or lower: fail. 

You can only pass this course if you work part-time in a position related to marketing or management. The pre-course assignment includes confirmation of your employment. 

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