Designing Marketing Research Projects

MKT 901 for Doctoral Students

General Information

Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
Course Format Seminar
Credit Points 6 ECTS
Hours per Week 5 hours
Language English
Grading Final presentation (60%), and class participation (40%)
Exam Date 16.05.2023
Florian Holz, M.Sc.

Florian Holz, M.Sc.

Contact person for Designing Marketing Research Projects

For further information please contact Florian Holz.

Course Structure

  • Lecture

    Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
    First Session 14.03.2023


    Day Date Time Room
    Tuesday 14.03.2023 09.00 a.m-12.00 p.m. Roche Forum, L5, 1 (ground floor)
    Tuesday 16.05.2023 09.00 a.m-03.00 p.m. Roche Forum, L5, 1 (ground floor)

Further Information

  • Brief Description

    In this course, students will develop their own marketing research projects (e.g., as parts of their own dissertation projects). In presentation sessions, students will present their research project to all participants of the class and to the instructor. Discussions among participants as well as the instructor’s feedback aim at strengthening and refining the positioning and the contribution of the individual projects. Students in the first year of their doctoral studies can thus use this course to get important insights for the preparation and refinement of their dissertation proposal.

    Learning outcomes:

    • development of own marketing research project
    • presentation of own marketing research project
    • providing feedback on marketing research projects

    This course aims at preparing students to formulate their own marketing research problems (e.g., as parts of their dissertation projects), to shape their contribution with respect to the existing literature, and to identify the necessary data and methods to conduct their research projects. As benchmark for the students’ research projects, the actual standards with respect to innovativeness, relevance, and rigor of the leading international marketing journals will be applied. Furthermore, implications for practice have to be considered.

  • Project presentation

    At the beginning of the course, objectives, general guidelines, and best practices for developing impactful research projects will be provided in a kick-off meeting. Furthermore, best practices how to get published in leading journals will be discussed. Then, students will start developing their projects. Students are not limited with respect to the choice of their individual research topic; however, it is made in accordance with the instructor.

    Students will prepare the project by developing a presentation containing the positioning and research questions, a brief literature review, the theoretical foundations and research hypotheses, as well as an outlook on potential methodological approaches (such as obtaining and analyzing adequate data). Students will present their research projects. Based on the course participants’ and the instructor’s feedback, students can update and refine their research projects.