Assoz.Prof. PD Dr. Ulrike Kaiser, Core Field Lead: Marketing Management
"CFM teaches you a mix of skills and expertise in finance, strategy, and marketing, with the shared goal to push functional boundaries."
After completion of this core field, students will be able to:
Understand the role of marketing as a vital business function in any organization and across industries
Understand how organizations create, communicate, deliver, and exchange offerings that have value for consumers, clients, and society at large
Utilize research insights to solve marketing challenges effectively and responsibly
Organize teamwork and further strengthen their communication skills
Further develop their analytical skills and work with marketing analytics tools
The role of marketing is to develop and manage products that appeal to customers, and find ways of engaging with customers in a meaningful way. The field has changed substantially in recent years, as technological advances allow for new ways of creating value and connecting with consumers. This core field aims to prepare students for their job or further academic studies in marketing, with a focus on digital marketing. It covers important topics in consumer behavior, product management, branding, social media marketing, customer experience management, and social responsibility in marketing. Successful marketers need to combine excellent communication skills with a solid grasp of analytics, have a good understanding of inbound marketing tactics, and practical experience with the latest digital tools. Students will train these skills in several team projects and case studies in and outside class.
Students are expected to be curious about a range of marketing topics.
Recommended Core Field Structure
The Marketing Project Seminar (FS) can only be taken after completion of Marketing Management (VUE) + Special Topics in Marketing (PI). Other than that, there is no strict sequence, but we recommend that you start with the VUE and take the PI either in parallel or in the subsequent semester.
If you are interested in writing your thesis in marketing, please contact one of the lecturers personally. To be eligible to write a thesis with us, you need to have completed the VUE and PI. If the number of students who want to write their theses with us exceeds our capacity, we will only supervise students who (1) have completed the FS in marketing and (2) have shown (very) good academic performance in marketing. In any case, you need to find a topic that is of interest to your supervisor. Preferably, students should write an empirical paper. You can either develop your own topic, or work on a topic provided by us. Available topics will be advertised in our courses. Upon acceptance of the proposal, we will create and register a supervision agreement. The proposal includes the title of the thesis, problem statement, research question(s), research framework, method and expected findings, practical and/or theoretical contribution, and the structure of the thesis. After registration of the supervision agreement, you have 6 months to complete your thesis. If you take longer, you risk getting deregistered from your supervisor’s list. Please review WU’s bachelor’s thesis guidelines and make sure that you meet all general prerequisites before you contact a potential supervisor.
Academic Lead: Dr. Ulrike Kaiser
Course Instructors: Ulrike Kaiser, Valentin Mang