040207 SE Bachelorseminar (inkl. Bachelorarbeit) (2022S)

In this seminar students are expected to complete a bachelor’s thesis. In the course students develop essential skills related to the project, e.g., literature search and review, theory development and deriving a research question, analysis and interpretation of empirical data, presenting the findings, and writing of the thesis.

The seminar focuses on narratives in a marketing context. We use narratives (also known as stories) to communicate and convey our experiences. A narrative lens has been applied to various areas in marketing, e.g., ranging from advertising over entertainment (e.g., product placements in series) to storytelling by consumers (e.g., consumption experiences). The bachelor’s thesis is expected to revolve around a topic in the area of narratives in marketing (students can propose a topic or choose a topic suggested by the instructor). The thesis project includes theory development, empirical data collection, analysis, and deriving implications for theory and industry practitioners.

Students will work in groups on their thesis projects. Students will receive feedback on their presentations from the instructor and their peers. The course applies different settings (e.g., lecture, workshop) to support students in their learning and development of the project.