The marketing study project provides MSc Marketing students with the opportunity to synthesize prior knowledge acquired throughout the program and demonstrate their ability to apply it to marketing problems. In parallel with this course, students work on their academic marketing research project.

This course creates a stimulating environment for learning and discussing the research process, covering the following aspects: identifying and refining research questions, developing an empirical approach to address research questions, selecting adequate methods for analyzing quantitative or qualitative data, and translating research outcomes into managerial value.

Moreover, this course offers a platform for MSc Marketing students to meet and discuss their marketing research projects among themselves and with experienced researchers.

The emphasis of this course is to enable students to translate their conceptual marketing know-how into an academic project of practical relevance.

By the end of this course, students will be able to:

• Successfully integrate their marketing and methodological knowledge into a marketing research project.
• Plan and conduct a marketing research project of practical and theoretical relevance and importance.
• Provide constructive feedback on their peers’ projects, to defend their own project against critical comments, and to integrate these comments in their current research work.

Further improve their skills in teamwork, giving and receiving feedback, and designing effective presentations.

Attendance at the full-day blocks (first and last session) is mandatory.

Minimum attendance requirement is 70%.

While some parts of the seminar are held in a colloquium-style teaching format, the course will also utilize a mix of interactive faculty lectures, class discussions, and student presentations. The instructors will provide students with additional advice, individual and / or group coaching sessions, and feedback. Active participation is crucial for a favorable outcome of this course. Thus, all students are recommended to attend the entire seminar.

The logic underlying this course is as follows:

 (1) As will be made clear during the kick-off for the course, the objective of this course is not to evaluate your final thesis but to create a constructive environment to critically reflect, discuss, and review central aspects of the research questions underlying your thesis project and the approach you develop to adress these questions.

 (2) We acknowledge that there is no one best approach fitting to resolve certain research problems, but there are a multitude of methods available to marketing researchers and practitioners, each with its specific merits and drawbacks. This is why we teach different methods through the course of the MSc program. Against this background, a substantial part of the course focuses on students' capabilities to develop, justify, defend, and, if necessary, revise and improve their research question(s) and empirical approach(es). This includes dealing with criticism (every empirical approach can be criticized for various reasons), and integrating the concerns raised by peers and faculty members in their ongoing project work.

 (3) Students are advised to share the feedback from peers and faculty with their direct supervisor and try to integrate it into their project (at least, we hope to contribute to the future research or limitations section of your thesis). Overall, we aim to contribute to improving the quality of your research by engaging you in an ongoing discussion.

 (4) The course structure aims to mimic real-world settings, which include review processes of academic papers, business consulting projects with discussion rounds involving clients (who, by experience, most of the time also have different opinions than the consultants), or company projects involving different stakeholders, positions, and opinions.

 (5) Overall, we aim to train your capabilities in dealing with criticism constructively, to define and convincingly argue your position throughout the course, as well as to respect and integrate different positions into your research project.

Grading of this course is based on the following components:

• quality of final presentation (your Master Thesis project) - 50%
• progress of your project (based on class-participation and faculty evaluations of progress report sessions) - 30 %
• peer feedback quality - 20 %

To successfully pass this course, your weighted final grade needs to exceed 60% (marks are assigned in equal percentage increments)

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