The Chair of Marketing and Consumer Behavior offers the following courses:

Bachelor

International Marketing

Would you like to keep the option open to work abroad in the future? Then this module is perfect for you! It provides essential foundations for understanding and applying global marketing strategies successfully in an international context.

Seminar Consumer Research

This seminar provides the key foundations for writing an academic paper. It is an excellent exercise and preparation for your Bachelor’s thesis, especially if you plan to write your thesis at the Chair of Marketing and Consumer Behavior.

Academic Writing

Are you about to start your Bachelor’s thesis or planning to take the seminar “Consumer Research”? This module equips you with all the necessary tools to complete your next academic paper confidently and in a well-structured way.

Master

Pricing Strategy

What is the right price? In this module, you will learn how to develop and optimize pricing strategies. You will explore psychological and economic theories to make effective and successful pricing decisions.

Discrete Choice Modeling

How do consumers make choices between different alternatives? This module introduces you to the fascinating world of choice modeling including hands-on applications in R to analyze real-world consumer decisions.

Advanced Research Methods

Deepen your methodological expertise! In this module, you will learn advanced analytical techniques such as cluster analysis, structural equation modeling, conjoint analysis, and time series analysis. You will apply these methods using statistical software on real marketing data, an ideal opportunity to practice how to critically evaluate research results and derive data-based recommendations for action.


Further information can be found on our website under the respective module.