Wirtschaftswissenschaftliche Fakultät


Services Marketing: Case Studies (Seminar) – Master BWL

After the successful participation in this module, students are able to understand current theories, methods, and managerial tools of services marketing. In particular, they are able to apply research methods and managerial tools to solve case studies and are able to create novel managerial insights in a services marketing context. Students are able to integrate information and to deal with complexity and limited information. They are able to acquire knowledge, information, and skills independently and to write sound case reports. Students can apply their knowledge on methods and managerial tools to several business problems beyond this module. Overall, students are able to conduct case study projects in a largely autonomous way and to clearly defend their position towards managers, experts, and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply until October 20, 2019 using the seminar application form. Note that incomplete applications will not be processed.

Contact Person: Katharina Saborowski

Course Language: English

Course Material: Will be available on Digicampus

Type of Examination: Presentation, case studies/literature review, active participation (guidelines for a business presentation, team work, and academic writing)

Workload: 180 hours


Winter Term 2019/2020

Application Deadline: October 20, 2019

First Session: October 23, 2019

Preliminary Dates & Rooms:

  • Kick-off: October 23, 2019, 17:00h-20:00h at J 2102
  • Discussion of case study analysis development: November 5, 2019, 15:45h-19:00h at J 1105
  • Interim presentations: December 3, 2019, 15:45h-19:00h at J 1105
  • Discussion of case study analysis development: January 7, 2020, 15:45h-19:00h at J 1105
  • Final presentations: January 21, 2020 at GfK in Nuremberg (timetable will be announced in January 2020)

Course Contents:

Students will work together with GfK (Gesellschaft für Konsumforschung), one of the leading market research companies worldwide. In the seminar, students will answer the question how to design modern marketing and sales dashboards for different clients (e.g., marketing managers). To answer the question, students will follow a four-step approach, resulting in different dashboard mock-ups for the clients. At the end of the term, students will present their results at GfK in front of GfK managers.