Vorlesungsverzeichnis

Suchen Sie hier über ein Suchformular im Vorlesungsverzeichnis der Leuphana.

Veranstaltungen von Prof. Dr. Wiebke Ina Yvonne Keller


Lehrveranstaltungen

Digital Marketing Management (Seminar)

Dozent/in: Wiebke Ina Yvonne Keller

Termin:
 wöchentlich | Montag | 12:15 - 13:45 | 13.04.2026 - 10.07.2026 | C 12.111 Seminarraum

Marketing in Times of Digitalization and Sustainability (Vorlesung)

Dozent/in: Wiebke Ina Yvonne Keller

Termin:
 wöchentlich | Dienstag | 12:15 - 13:45 | 06.04.2026 - 10.07.2026 | C HS 2

Inhalt: This module focuses on the strategic design and management of the marketing mix. Key concepts, frameworks, and instruments for developing and implementing an effective marketing mix are introduced and discussed. Topics include product, price, place, and promotion strategies, their interdependencies, and their adaptation to different market conditions. We especially focus on market transformation driven by digitalization and sustainability. Students will learn to apply theoretical concepts in practical exercises.

Marketing in Times of Digitalization and Sustainability - Exercise 1 (Übung)

Dozent/in: Wiebke Ina Yvonne Keller

Termin:
 14-täglich | Dienstag | 16:15 - 17:45 | 21.04.2026 - 02.06.2026 | C HS 2
Einzeltermin | Di, 23.06.2026, 16:15 - Di, 23.06.2026, 17:45 | C 40.501 Seminarraum | Raumwechsel am 23.06.
14-täglich | Dienstag | 16:15 - 17:45 | 30.06.2026 - 10.07.2026 | C HS 2

Inhalt: The course deals with key activities of marketing management. This module focuses on the strategic design and management of the marketing mix. Key concepts, frameworks, and instruments for developing and implementing an effective marketing mix are introduced and discussed. Topics include product, price, place, and promotion strategies, their interdependencies, and their adaptation to different market conditions. We especially focus on market transformation driven by digitalization and sustainability. Students will learn to apply theoretical concepts in practical exercises.

Advanced Perspectives on M&E: Retail Management in Digital Times (Seminar)

Dozent/in: Wiebke Ina Yvonne Keller

Termin:
 wöchentlich | Dienstag | 14:15 - 15:45 | 06.04.2026 - 10.07.2026 | C 6.316 Seminarraum

Inhalt: This module provides an understanding of key concepts and challenges in retail management. Students learn to analyze retail data, evaluate market trends, and apply data-driven insights to strategic and operational retail decisions in a dynamic business environment.

Forum for Bachelor Thesis I Quantitative Research Methods (Kolloquium)

Dozent/in: Wiebke Ina Yvonne Keller

Termin:
 14-täglich | Dienstag | 16:15 - 17:45 | 14.04.2026 - 10.07.2026 | C 5.310 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. We will cover: • How to develop a compelling hook and clearly articulate the motivation of the thesis, and how to integrate these effectively into the introduction. • Which research questions can and will be addressed in the thesis. • How to identify, evaluate, and structure relevant academic literature. • How to work with quantitative data, both in general and using specific tools and programming languages such as Excel, SPSS, Stata, R, and/or Python. • How to derive and articulate implications for firms, governments, or society. While focusing on these core elements, the forum is intentionally kept flexible to foster collective learning that is directly aligned with students’ individual bachelor’s thesis projects, while simultaneously allowing the forum’s content and discussions to be driven by the students themselves and the issues emerging from their own research

1. Phase WiSe 26/27 - Keller: Marketing (Belegung)

Dozent/in: Wiebke Ina Yvonne Keller

Inhalt: TOPICS The Professorship of Marketing supervises Bachelor and Master theses in the area of marketing that are based on quantitative empirical analysis. Topic wises a main focus is not pricing and retailing topics, as well as in interdisciplinary approaches linking marketing to other disciplines. However, in general although all other topics are welcome if they are linked to quantitative marketing research. I will give an overview of topics that you can work on especially for the Bachelor students during the information session. Master students can work with these topics as well but also can suggest their own topics. APPLICATIONS 1. You need to come to the information session. I will not take supervisees without a prior information session. *** Open information session *** Tue, 04.11. 8:30-9:30 (am) Tue, 18.11. 8:30-9:30 (am) Topic: Master Thesis Information Marketing https://zoom.us/j/97346290206?pwd=o2yWbNrX0RaSR23sapAXFhazrhA1qX.1 Meeting-ID: 973 4629 0206 Kenncode: 523900 2. Application via myStudy The application deadline is communicated by the Study Dean’s Office, and selection decisions are communicated in keeping with the regulations by the Study Dean’s Office. For an application to be complete, it is indispensable to upload: • an up-to-date performance record from QIS/myCampus/the Leuphana app and • a 1-side proposal describing your topic, including a working title, research question, describing the data and method you want to use. Please use the folder “applications” on myStudy to do so. If the number of applications exceeds available supervision capacities, decisions on acceptance/rejection are made based on your proposal. MEETINGS The first meeting is to discuss directions of your research project and give advice in regarding the focus of your analysis. In the second meeting we will discuss the final outline of your theses and have room for Q&A. COLLOQUIUM/FORUM Based on current study regulations, Bachelor students are required to take a Bachelor Colloquium, and Master students a Master Forum. You may select any of the ones on offer. FORMAL REQUIREMENTS Final theses needs to follow the style guide for academic writing. You (will) find the style guide under “Material” on myStudy. The submission format is set by the current study regulations. DEFENSE (only for Bachelor Theses) After submission and assessment of your thesis, we will have a ZOOM meeting in which you defend your final thesis. This meeting will take maximum of 30 min. For this meeting, we ask you to prepare a 5-min summary of the key arguments of your final thesis (slides are optional).

Marketing in Times of Digitalization and Sustainability - Exercise 2 (Übung)

Dozent/in: Wiebke Ina Yvonne Keller, Carina Witte

Termin:
 14-täglich | Montag | 10:15 - 11:45 | 20.04.2026 - 10.07.2026 | C 40.146 Seminarraum
Einzeltermin | Mo, 22.06.2026, 10:15 - Mo, 22.06.2026, 11:45 | C 40.501 Seminarraum | Raumwechsel am 22.06.
Einzeltermin | Mo, 29.06.2026, 10:15 - Mo, 29.06.2026, 11:45 | C 12.006 Seminarraum | C 12.006!

Inhalt: The course deals with key activities of marketing management. This module focuses on the strategic design and management of the marketing mix. Key concepts, frameworks, and instruments for developing and implementing an effective marketing mix are introduced and discussed. Topics include product, price, place, and promotion strategies, their interdependencies, and their adaptation to different market conditions. We especially focus on market transformation driven by digitalization and sustainability. Students will learn to apply theoretical concepts in practical exercises.

Marketing in Times of Digitalization and Sustainability - Exercise 3 (Übung)

Dozent/in: Wiebke Ina Yvonne Keller, Carina Witte

Termin:
 14-täglich | Montag | 12:15 - 13:45 | 20.04.2026 - 10.07.2026 | C 40.255 Seminarraum
Einzeltermin | Mo, 22.06.2026, 12:15 - Mo, 22.06.2026, 13:45 | C 12.006 Seminarraum | Raumwechsel am 22.06.
Einzeltermin | Mo, 29.06.2026, 12:15 - Mo, 29.06.2026, 13:45 | C 40.255 Seminarraum

Inhalt: The course deals with key activities of marketing management. This module focuses on the strategic design and management of the marketing mix. Key concepts, frameworks, and instruments for developing and implementing an effective marketing mix are introduced and discussed. Topics include product, price, place, and promotion strategies, their interdependencies, and their adaptation to different market conditions. We especially focus on market transformation driven by digitalization and sustainability. Students will learn to apply theoretical concepts in practical exercises.

Marketing in Times of Digitalization and Sustainability - Exercise 4 (Übung)

Dozent/in: Wiebke Ina Yvonne Keller, Carina Witte

Termin:
 14-täglich | Montag | 14:15 - 15:45 | 20.04.2026 - 01.06.2026 | C 14.102 b Seminarraum
Einzeltermin | Mo, 22.06.2026, 14:15 - Mo, 22.06.2026, 15:45 | C 12.001 Seminarraum | Raumwechsel am 22.06.
Einzeltermin | Mo, 29.06.2026, 14:15 - Mo, 29.06.2026, 15:45 | C 14.102 b Seminarraum

Inhalt: The course deals with key activities of marketing management. This module focuses on the strategic design and management of the marketing mix. Key concepts, frameworks, and instruments for developing and implementing an effective marketing mix are introduced and discussed. Topics include product, price, place, and promotion strategies, their interdependencies, and their adaptation to different market conditions. We especially focus on market transformation driven by digitalization and sustainability. Students will learn to apply theoretical concepts in practical exercises.