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 have a look at the guidelines at the Department of Marketing. In addition to what it says in the guidelines, we ask you to (1) only apply if you have successfully completed the VUE and PI (or are about to complete the PI) and (2) send your application to one of your CFM lecturers. The thesis must be written in English. If applications exceed capacities, we will prioritize students who have also completed the FS in marketing. In any case, you are welcome to contact your lecturers personally to briefly discuss your topic ideas or the application process in general before you hand in the formal application.
Academic Lead: Dr. Ulrike Kaiser
Course Instructors: Ulrike Kaiser, Valentin Mang