0376 Marketing and Consumer Research Project
Mag.Dr. Barbara Hartl, Assoz.Prof PD Dr. Monika Koller
Weekly hours
Language of instruction
09/20/21 to 10/08/21
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 10/13/21 10:00 AM - 01:00 PM TC.0.02
Wednesday 10/20/21 10:00 AM - 01:00 PM TC.5.05
Wednesday 11/03/21 10:00 AM - 01:00 PM TC.5.03
Wednesday 11/10/21 10:00 AM - 01:00 PM TC.5.03
Wednesday 11/17/21 10:00 AM - 01:00 PM TC.5.03
Wednesday 11/24/21 10:00 AM - 01:00 PM Online-Einheit
Wednesday 12/15/21 02:00 PM - 05:00 PM Online-Einheit
Wednesday 01/12/22 10:00 AM - 01:00 PM TC.5.05
Wednesday 01/19/22 10:00 AM - 01:00 PM TC.5.13
Wednesday 01/26/22 10:00 AM - 03:00 PM Online-Einheit

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.

Learning outcomes

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

Attendance requirements

Minimum attendance: 80%

Attendance in the first session and the presentations is mandatory!

Teaching/learning method(s)

Group work, presentation, discussion, coaching

  • Conceptual work - 25 %
  • Interim presentation - 20%
  • Empirical investigation - 25 %
  • Presentation and documentation of the results - 20 %
  • Peer-Review - 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)!


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)

Prerequisites for participation and waiting lists

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

Availability of lecturer(s)

PD Dr. Monika Koller: Tel.: 313 36 / 5330, e-mail:

Dr. Barbara Hartl: Tel. 313 36 / 6066, e-mail:


This course cannot be credited (e.g., from an exchange semester).

Last edited: 2021-08-16