Vorlesungsverzeichnis
Suchen Sie hier über ein Suchformular im Vorlesungsverzeichnis der Leuphana.
Veranstaltungen von Prof. Dr. Monika Imschloß
Lehrveranstaltungen
Research Project (Seminar)
Dozent/in: Monika Imschloß
Termin:
wöchentlich | Dienstag | 12:15 - 13:45 | 14.10.2024 - 31.01.2025 | C 6.316 Seminarraum
Inhalt: The aim of this class is to conduct an entire research project on the intersection of entrepreneurship and marketing. The specific topic will be from the fascinating area of "sensory marketing". To do so, the course has three pillars: a) Theoretical foundation: students will read, discuss, and present literature to obtain a theoretical foundation. b) Methodological foundation: students will get an overview of quantitative research methods with a focus on experimental research. c) Design and implementation of a research project in student teams, which entails: 1. Identification and formulation of a research question 2. Theory-based hypotheses derivation and conceptual model development 3. Designing an experiment and conduct the experimental study 4. Data collection (e.g., online experiment) & data analysis (SPSS) 5. Writing a research report. Further: This course will require intensive group-work. Existing knowledge in regression-based approaches is expected.
Marketing in Times of Digitalization and Sustainability (Vorlesung/Übung)
Dozent/in: Monika Imschloß
Termin:
wöchentlich | Dienstag | 10:15 - 11:45 | 14.10.2024 - 31.01.2025 | C HS 4
14-täglich | Dienstag | 08:15 - 09:45 | 21.10.2024 - 31.01.2025 | C HS 4
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.
M&E Research: Challenges of Data-Driven Business Models and Innovations: When and Why Do Consumers Share Their Data? (Seminar)
Dozent/in: Monika Imschloß
Termin:
wöchentlich | Dienstag | 14:15 - 15:45 | 14.10.2024 - 31.01.2025 | C 6.316 Seminarraum
Inhalt: Challenges of data-driven business models and innovations: When and why do consumers share their data? Content: 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.
M&E in Digital Age: Generative AI and Marketing (Seminar)
Dozent/in: Monika Imschloß
Termin:
wöchentlich | Dienstag | 18:15 - 19:45 | 14.10.2024 - 31.01.2025 | C 6.026 Seminarraum
Inhalt: This course explores the transformative impact of generative AI on marketing strategies, value creation, and consumer behavior. As businesses increasingly leverage AI, understanding the integration of generative AI in marketing becomes essential for future leaders and entrepreneurs. Students will gain insights into how generative AI is revolutionizing various aspects of marketing, including content creation, customer engagement, personalization, and market research. Through academic papers, hands-on projects, and industry examples, students will learn how generative AI is transforming marketing.
Forum for Bachelor Thesis (Kolloquium)
Dozent/in: Monika Imschloß
Termin:
14-täglich | Dienstag | 16:15 - 17:45 | 21.10.2024 - 31.01.2025 | C 6.320 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.