040141 SE Bachelorseminar (inkl. Bachelorarbeit) (2021S)

This seminar course involves the administration and completion of a Bachelor Thesis at the Chair of International Marketing and it aims to cultivate essential student skills related to the theoretical development, the analysis and interpretation, the presentation, and the write-up of an academic essay/project.

The seminar focuses on the research area of International Branding and Consumer Behavior and the Bachelor Thesis project involves both a theoretical and an empirical part; the theoretical part consists of a thorough literature review on a particular topic within the research area defined above, whereas the empirical part includes the collection and analysis of data – using a quantitative approach – in order to draw meaningful academic and managerial conclusions.

Overall, by undertaking the Bachelorseminar, students are expected to enhance their conceptual and analytical skills, in general, but also gain expert knowledge in an important field of international marketing.

The course includes a combination of lectures, workshops, and student group work. Students will be assigned into groups of four to six members and will work toward a specific group project (i.e., Bachelor Thesis) in accordance with the guidelines set by the course instructors.

The beginning of the course (sessions 1-3) will introduce students to the content and structure of the Bachelorseminar and discuss the key concepts of International Branding and Consumer Behavior upon which the Bachelor Thesis projects will be based. According to these sessions, groups need to decide on a particular topic for their Bachelor Thesis and deliver a class presentation (sessions 4-7) addressing points (a) and (b) above. The next two sessions (sessions 8-9) will consist of interactive workshops where each individual group can receive customized feedback about the appropriate research methods and techniques employed in the empirical part of the project. The presentation block 2 (sessions 10-15) includes the final group presentations which should mainly focus on addressing points (c) and (d) above. Groups should integrate the two presentation blocks taking into consideration the comments raised by the course instructors and other classmates in order to write-up and submit a detailed and thorough Bachelor Thesis.