MKT 720: Research Seminar

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

Recommended prerequisites

Forms of teaching and learningContact hoursIndependent study time
Seminar2 SWS15 SWS
ECTS credits6
Graded yes
LanguageGerman, English
Form of assessmentWritten paper (70%), presentation (30%)
Restricted admissionyes
Further informationWebsite of the chair
Performing lecturer
Prof. Dr. Florian Stahl
Prof. Dr. Florian Stahl
Frequency of offeringSpring semester & fall semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. Bus. Edu.
Preliminary course work
Program-specific Competency GoalsCG 1, CG 4
LiteratureMajor academic marketing journals
Course outlineThe seminar thesis is prerequisite for writing a master thesis at our chair. Master students explore a topic by reviewing literature to a specific research question in the field of marketing. Each student will prepare an individual seminar paper (approx. 15–25 pages) on an allocated topic.
For more details about the seminar, please visit