Marketing & Consumer Research

Description & course content

In the SBWL Consumer Research & Marketing Communication, Bachelor students should be taught basic knowledge in the core areas of communication, consumer behavior, market research and brand management. Entry into the international professional world is also a special focus. Practical knowledge is imparted to the students through the development of various case studies and surveys in cooperation with practitioners, through regular lectures by business practitioners and through a bachelor thesis (if possible, in cooperation with companies). 

The following focal points can be found in this SBWL:

• Practice-relevant market research methods
• Advertising psychology
• Planning and implementation of communication strategies and advertising campaigns
• Brand management and strategic market leadership
• Models to explain consumer behavior and measure advertising effectiveness

Job profiles

Graduates of the SBWL are able to quickly familiarize themselves with the following areas:

• Brand and product management in industrial, commercial, and service companies
• Advertising and marketing in industrial, commercial and service companies
• Advertising, PR and media agencies
• Customer contact and media planning in media agencies
• Market research departments of industrial companies or market research institutes

Recommended Structure

1. Semester:

• Course 1 (GK) – Consumer Psychology and Behavior
• Course 2 – Consumer Touchpoint Management

2. Semester:

• Course 3 – Research Methods in Marketing
• Course 4 – Marketing and Consumer Research Project
• Course 5 – Marketing Insights

For our specialization, Marketing and Consumer Research, five courses worth 4 ECTS each, have to be completed. There is a mandatory sequence for the courses: course 1 and 2 must be successfully completed before enrolling for courses 3 and 4 is allowed. There is no sequence for course 5 though. Students can complete our specialization in a minimum of two semesters.

Bachelor’s Thesis

Students of the SBWL Marketing & Consumer Research who have completed course 1 “Consumer Psychology and Behavior” can apply for a bachelor‘s thesis. In principle, however, it is also possible to apply for a bachelor thesis without having completed the SBWL. In general, the preparation of a bachelor thesis requires a positive completion of the subject “Grundlagen wissenschaftlichen Arbeitens”. You can propose your own topics, provided that they correspond to the research focus of the institute, or you can choose from the list of topics. You can find more information on this in the guidelines of the institute.

Admission

In the SBWL Marketing and Consumer Research, learning is based on a mix of insights from top-tier international research as well as discussions of current practical applications. Therefore, it is of utmost importance for students of the SBWL, to bring interest in both, academic research as well as translating those insights into practice. Moreover, students are encouraged to think critically. This enables every single student not only to benefit from the classroom content but also from fellow students. Admission to the SBWL is composed of three parts:

• Success in previous courses
• Motivational letter
• Assignments: A literature-based discussion on current issues in Marketing and Consumer Research

Hier findest du die Präsentation von der SBWL-Messe!