Course Schedule

Veranstaltungen von Prof. Dr. Monika Imschloß


Lehrveranstaltungen

Bachelor Kolloquium (Seminar)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Montag | 16:15 - 17:45 | 03.04.2023 - 07.07.2023 | C 1.005 | ...

Inhalt: This colloquium addresses IBAE and BWL students who currently write or are about to write their bachelor thesis. This colloquium focusses on topics related to consumer behavior and experimental study designs. After an introduction to academic research and writing, this colloquium provides you with a methodological foundation on how to run and analyze experiments (SPSS). Moreover, you will have the possibility to present and discuss your work-in-progress bachelor thesis and exposé.

Challenges of data-driven business models and innovations: When and why do consumers share their data? (Seminar)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Dienstag | 16:15 - 19:45 | 03.04.2023 - 07.07.2023 | C 6.317

Inhalt: This seminar comprises three major pillars: i) Theoretical foundation: Discussion and understanding of challenges and opportunities of data-driven business models from a theoretical perspective. ii) Methodological foundation: To understand the value of data from a customer-perspective, it is necessary to acquire knowledge about the methods that firms can use to obtain this knowledge. Therefore, this seminar includes a basic overview of methods suitable for identifying why or to what extent passing on data matters to customers. In particular, we will focus on experiments as means how companies can gain an understanding of the conditions that are necessary for customers to share their data. iii) Application of theoretical and methodological knowledge: Designing and analyzing your own experiment in a group of students to obtain insights on how data can be obtained for data-driven business models and innovations.

Marketing (Vorlesung)

Dozent/in: Monika Imschloß

Termin:
 wöchentlich | Dienstag | 10:15 - 11:45 | 03.04.2023 - 07.07.2023 | C 16.129

Inhalt: The course deals with key activities of marketing management. Marketing activities are determined by managerial decisions concerning product management, pricing, communication activities, and distribution channels. Consequently, these four key areas of marketing will receive special attention in this lecture. Participants will develop an understanding for the strategic relevance of market orientation for firm success. The analysis of markets and consumer behavior are important prerequisites for successful marketing activities. Therefore, a selection of tools to analyze the micro- and marcoenvironment will be introduced. Like other business activities, marketing is subject to control mechanisms measuring its effectiveness and efficiency. Thus, a selection of instruments used in marketing controlling are introduced. Furthermore, being the interface between firms and customers, marketing bears societal responsibility. For this reason, participants will be encouraged to reflect critically upon the impact of marketing on society.

Marketing for a better world: Wie kann Marketing nachhaltiges Kauf- und Konsumverhalten fördern? (Seminar)

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Dienstag | 12:15 - 15:45 | 03.04.2023 - 07.07.2023 | C 5.109 | ...

Inhalt: Im Hinblick auf die steigende Relevant von Nachhaltigkeit, ist es nicht nur erforderlich, dass Unternehmen nachhaltig agieren, sondern gleichermaßen auch, dass Unternehmen Strategien entwickeln, um die große Menge an Konsumierenden zu nachhaltigem Kauf- und Konsumverhalten zu inspirieren. Vor diesem Hintergrund ist es Inhalt des Seminars, ein Verständnis dafür zu entwickeln, wie Theorien und Erkenntnisse aus dem Bereich Marketing dazu beitragen, nachhaltiges Kauf- und Konsumverhalten zu fördern. Zunächst wird in einem kurzen Theorieblock das SHIFT-Framework gegeben, welches auf Basis ausgewählter Theorien und Effekte der Psychologie/des Marketings aufzeigt, wie Konsumierende zu einem ökologisch nachhaltigen Verhalten inspiriert werden können. Im Anschluss daran werden in Präsentationen von Studierenden weitere wissenschaftliche Artikel vorgestellt, die vertiefende Einblicke geben sollen, wie bestimmte Marketing-/Kommunikationsmaßnahmen dafür genutzt werden können, um Konsumierende dazu anzuregen z.B. Müll zu reduzieren, zu recyclen, nachhaltige Produktalternativen zu wählen etc.

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

Dozent/in: Monika Imschloß

Termin:
 14-täglich | Montag | 12:15 - 15:45 | 03.04.2023 - 07.07.2023 | C 14.204

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