2296 Marketing Practice Project
Assoz.Prof PD Dr. Ulrike Kaiser
Contact details
Weekly hours
Language of instruction
09/13/23 to 09/17/23
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/02/23 02:00 PM - 03:30 PM Online-Einheit
Thursday 10/19/23 09:00 AM - 11:00 AM D2.1.491
Thursday 10/19/23 11:00 AM - 02:00 PM Online-Einheit
Wednesday 11/15/23 02:00 PM - 04:00 PM D2.1.491
Wednesday 11/15/23 04:00 PM - 07:00 PM Online-Einheit
Tuesday 01/09/24 09:00 AM - 11:00 AM D2.1.491
Tuesday 01/09/24 11:00 AM - 02:00 PM Online-Einheit
Friday 01/19/24 09:00 AM - 01:30 PM D2.0.374

* 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).

Learning outcomes
  • 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
Attendance requirements

Full attendance at the kick-off meeting (2nd October) and final presentations (19th January) is mandatory. In case of illness or other important reasons, please contact the lecturer in advance. Regarding all other sessions, students can choose whether they attend the online or on campus. For example, on 19th October, students can either participate in the morning on campus (9 -11 am), or participate online from 11 – 2 pm.

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).

Teaching/learning method(s)

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%

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

Prerequisites for participation and waiting lists

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. 


Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at

Last edited: 2023-10-02