Wirtschaftswissenschaftliche Fakultät


Services Marketing: Research - Master BWL

After the successful participation in this module, students are able to understand current theories and methods of services marketing research. In particular, they are able to apply scientific methods to create novel insights in services marketing research. Students are able to integrate knowledge and to deal with complexity and limited information. They are able to acquire knowledge and skills independently and to write sound conceptual or empirical research papers. Students can apply their knowledge on scientific methods to any research problem beyond this module. Overall, students are able to conduct research projects in a largely autonomous way and to clearly defend their position towards experts and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply using the seminar application form.

Contact Person: Markus Gahler

Course Language: English

Course Material: available at Digicampus

Type of Examination: Research paper, presentation, active participation  (guidelines for a scientific presentation, team work, and academic writing)


Summer Term 2019

Application deadline: April 28, 2019

First Session: April 30, 2019

Dates & Room:

  • Kick-off: April 30, 2019, 09:00h-12:00h at J 2102
  • Discussion session: May 14, 2019, 10:00h-13:00h at J 2102
  • Introduction to experimental research: May 21, 2019, 10:00h-13:00h at J 2102
  • Final presentations: July 9, 2019, 10:00h-13:00h at J 2102

Course Contents:

In this course, students will realize a joint empirical research project on the antecedents and outcomes of customer experiences. Students will develop a theoretical model including the development of hypotheses and conduct an online lab experiment. In the experiment, students will manipulate different antecedents of customer experiences. The seminar includes the collection and analysis of empirical data and writing a research paper in teams.