Course Schedule

Veranstaltungen von Prof. Dr. Monika Imschloß


Lehrveranstaltungen

Fundamentals of Experimental Research and Consumer Behavior (FSL) (Seminar)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Montag | 12:15 - 15:45 | 08.04.2024 - 05.07.2024 | C 7.319 Seminarraum

Inhalt: This seminar comprises three major pillars: i) Methodological foundation for the design and analysis of experiments: Since experiments are commonly used in consumer behavior research, this seminar will begin with providing a theoretical understanding of the experimental research approach. This includes a basic overview of the logic underlying experimental research designs as well as a fundamental understanding of how to analyze experimental data in SPSS. ii) Theoretical foundation for understanding consumer behavior: Discussion of selected consumer behavior theories and concepts (e.g., cognitive biases, feelings-as-information, fluency theory, crossmodal correnspondences, evolutionary motives etc.). iii) Application of methodological and theoretical knowledge: Designing and analyzing your own experiment in a group of students to obtain consumer behavior insights

Bachelor Colloquium (Seminar)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Montag | 16:15 - 17:45 | 08.04.2024 - 05.07.2024 | C 6.321 Seminarraum

Inhalt: This colloquium addresses IBAE and BWL students who currently write or are about to write their bachelor thesis. This colloquium focusses on quantitative theses, including surveys or experimental study designs. After an introduction to academic research and writing (e.g., tips for literature search, structure of the theses, tips on avoiding common mistakes, etc.), this colloquium provides you with a methodological foundation for quantitative studies, i.e., how to set-up online surveys (SoSci) and analyze experiments (SPSS). Moreover, you will have the possibility to present and discuss your work-in-progress bachelor thesis to obtain feedback.

Free Elective - Leveraging Artificial Intelligence (AI) for Entrepreneurial Action (Seminar)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Dienstag | 14:15 - 15:45 | 02.04.2024 - 02.07.2024 | C 6.321 Seminarraum

Inhalt: This is a course designed to learn about academic findings pertaining to the use of AI, but also to learn about the application of AI for entrepreneurial actions. Students should apply this knowledge to solve an AI-challenge. For doing so, the tentative outline of this course is as follows: 2.-30.4.: regular sessions on Tuesdays 2.15-3.45 24./25.05: Two days block seminar on Friday & Saturday (between 8.15-16.00) 1-2 regular sessions after the block seminar for presentations on Tuesdays 2.15-3.45 Structure and content: 1.) Theoretical Foundation – individual sessions - Students get an overview of academic research (primarily from the domain of marketing/business administration) on selected aspects of AI. - To be decided: This could include that students briefly present a designated paper in front of the class. 2.) Practical Foundation– individual sessions - Students get an initial understanding of how generative AI generally works. - Students get an overview and a first experience in working with different generative AIs (e.g., ChatGPT, DALL-E). 3.) Application of Knowledge – block session - AI-Challenge: Leveraging Artificial Intelligence (AI) for Entrepreneurial Action. - Students will be introduced to an entrepreneurial case (e.g., create a business plan/pitch deck for xy or create a holistic marketing strategy for product xy). - Students will work on the case in student-teams and will apply AI to solve entrepreneurial challenges (e.g., idea generation, creation of marketing content, prototyping, business model development, etc.). - Teams will be coached

SRM - Marketing for a better world: Leveraging marketing theories for promoting sustainable consumer behavior (Seminar)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Dienstag | 10:15 - 11:45 | 02.04.2024 - 02.07.2024 | C 6.321 Seminarraum

Inhalt: With the increasing relevance of sustainability, it is not only necessary for companies to act sustainably, but also for companies to develop strategies to inspire the large number of consumers to adopt sustainable purchasing and consumption behaviors. Against this background, the content of the seminar is to develop an understanding of how theories and insights from the field of marketing help to promote sustainable purchasing and consumer behaviors. First, the SHIFT framework is presented in a short theoretical block, which, based on selected theories and effects from psychology/marketing, shows how consumers can be inspired to adopt ecologically sustainable behaviors. Following this, further scientific articles will be presented in presentations by students, which are intended to provide in-depth insights into how certain marketing/communication measures can be used to encourage consumers to, for example, reduce waste, recycle, choose sustainable product alternatives, etc. The presentations of 45-60 minutes should be followed by an intense in-class discussion, which requires reading of selected articles by all students attending this course.

Betreuung Abschlussarbeiten WiSe 2024/25 - Marketing (Belegung)

Dozent/in: Monika Imschloß

Inhalt: We offer supervision for theses that cover topics of marketing/consumer behavior with a focus on sensory marketing, digitalization, or sustainability. The list of topics is uploaded and offers an orientation for exemplarily topics. If you are interested in one or more topics, please fill out the excel document ("application_form"). The fields which are marked yellow should be filled in by you (if applicable). Then save the file under your SURNAME (i.e. the file name is your last name: "application_form_SURNAME") and upload your completed document in the "Applications" folder. Additionally, upload a current transcript of records (the file should be labeled: "transcript_SURNAME"). If you want to propose your own topic, you can also send me a short email in advance with a small "executive summary" of your proposal by email (e.g., motivation/relevance of the topic, key previous research findings in the field, planned research question, planned research methodology). I will then provide feedback on whether we can supervise your topic. For all: Please note that a final commitment of a thesis supervision will only be made on the official date. I.e. even if a topic is considered interesting and BA-worthy by me, the decision about a thesis supervision will only be communicated at the designated time according to the official "Vergabeverfahren".