Marketing Courses & Teaching at TUM Campus Heilbronn

• The following courses are regularly offered in the winter semester:
  Lecture – Experimental Research & Advanced Marketing Research Methods
  Seminar – Pricing and CRM: Managing Customers for Profit
  Seminar – Virtual Reality Research and Applications in Marketing
  Seminar – Eyetracking Research in Marketing

• The following courses are regularly offered in the summer semester:
  Lecture – Marketing Analytics
  Lecture – Social Media Marketing
  Seminar – Large Language Models in Marketing
  Seminar – MarTech

We recommend that all students starting in the winter semester begin with the jointly offered course Experimental Research & Advanced Marketing Research Methods. The aim of this course is twofold: to teach students how to design experiments and to apply advanced marketing research methods to (experimental) data. This course serves as the foundation for the other advanced marketing courses. 

Depending on their interests, students can then focus on marketing analytics, advanced marketing courses, or the technology-related offerings, or combine the subjects as they see fit. 

Students starting in the summer semester may already attend courses such as Social Media Marketing and Pricing and CRM: Managing Customers for Profit. A suggested course plan based on the semester of entry is shown in the figure below. 

Lectures generally have no capacity limitations, so all students can attend. However, seminars must be limited in the number of participants for practical reasons, such as limited lab resources and to ensure high-quality supervision.

As previously mentioned, the course Experimental Research & Advanced Marketing Research Methods is a prerequisite for participating in seminars, as it lays important groundwork for seminar work. Due to the limited number of seminar spots, it is possible that students may not get into their preferred seminar, may need to choose an alternative seminar, or may not get a seminar spot at all in a given semester. We make every effort to avoid the latter.

The offered seminars focus on topics that align with our research interests. These topics provide an ideal starting point for a master’s thesis. Often, a master’s thesis topic is developed based on a prior seminar paper. This has the significant advantage that students are already well-acquainted with the research area, making it much easier to begin the thesis. For this reason, participation in an advanced marketing seminar is a prerequisite for a master’s thesis supervised by us.

Additionally, students may develop their own thesis topic and submit a proposal to the professorship. In this case, we expect a two-page proposal that outlines the relevance of the research question, identifies a research gap based on the relevant literature, and provides a methodological approach for investigating the question.

Master’s theses can also be written in cooperation with companies. It is important for students to remember that the goal of a master’s thesis is to demonstrate the ability to conduct academic research. Based on our experience, this is often challenging for students, as the company’s question must be translated into a scientific research question. Students wishing to write a thesis in collaboration with a company should also develop a proposal and submit it to the relevant chairs.

For questions regarding specific courses, please contact the respective instructor. For questions about study planning, please contact xxx.