The seminar serves as a platform for doctoral students and faculty members to meet and discuss their research work with each other and experienced researchers. It aims to provide conceptual, theoretical, and methodological advice and guidance regarding the development and acceleration of individual or joint research projects. The seminar also intends to help faculty and doctoral students to keep track of the recent theoretical and methodological developments in the marketing community and to both seek and receive feedback on their own research.

While some major parts of the seminar are held in a colloquium-style teaching format, the course will also utilize a mix of interactive faculty lectures, class discussions, and student presentations. The seminar will be held in a collaborative, open and friendly atmosphere. In respect to this philosophy, participants are required to attend the entire seminar.