Seminar: Contemporary Topics in Marketing Management - Q3 - Seminar: Contemporary Topics in Marketing - Q3Management

Participation Prerequisites

Basic Marketing Knowledge, BSc module "Consumer goods marketing" (Brand Management/Shopper & Trade Marketing)(not obligatory)

Course Content

Marketing management is a dynamic area of research. The purpose of this seminar is to provide you with a fundamental understanding of contemporary topics and developments in marketing management, focusing on the latest research, business, and societal developments. You are expected to explore and read about relevant topics, thus adding to the richness of the course content and learning. This course aims to widen your basic understanding of the marketing management discipline. A formal paper will be written by each of you on one specific contemporary marketing management topic and the individual results will be presented at the end of the seminar. This broadens your perspective in a wide array of marketing management topics and provides a great opportunity for participating in the course and for encouraging mutual learning. The learning process will be accompanied with two individual Microsoft Team meetings with the professor to discuss your progress.

Intended Learning Outcomes and Competencies

Participants should

(1) Know more about contemporary topics in marketing,

(2) Learn how to do conduct literature research on selected marketing topics,

(3) Understand how to select and prioritize knowledge and insights,

(4) Learn about academic writing,

(5) Learn how to transfer research insights into practical implications, and

(6) Learn how academic knowledge can inform decisions in marketing practice

Instruction Type

Presence

Form of Examination

Literature

The literature for the topics will introduced in the introductory lecture.