MKT 720: Research Seminar

Contents
The seminar is a preparation for writing a master thesis in the field of marketing and introduces students to academic work. Students get acquainted with basic literature research techniques and learn how to organize and structure their research. Students prepare a written paper covering a particular research topic. The paper is presented and discussed with other students in class.

Learning outcomes
Participation in the seminar will enable students to address all aspects of exploring a research topic in the field of marketing. Students learn how to identify research gaps, to formulate research questions and to position and motivate a particular topic, how to develop a conceptual/theoretical framework for the topic, how to conceptualize and operationalize the focal constructs, how to prepare a review of related empirical studies and how to derive theoretical and managerial implications of their research. Furthermore, students get familiar with presentation techniques.

Necessary prerequisites
To apply for participation, you must have successfully completed at least two Master-level marketing courses (MKT 5XX or MKT 6XX).

Recommended prerequisites
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Examiner Performing lecturer

Prof. Dr. Florian Stahl Prof. Dr. Florian Stahl