Technology-Driven Marketing Solutions (with L'Oréal) (WiSe 2026/27)

Veranstaltungszeitplan

Hinweis

<p class="font-claude-response-body break-words whitespace-normal" dir="ltr">This course enables students to apply their marketing knowledge to a real-world case provided by a business partner. Students work in teams on a realistic problem from the marketing department of a multinational company and develop a solution grounded in scientific research. The course thereby complements method- and theory-oriented marketing courses with hands-on project experience and trains social, communicative, and presentation skills.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">The business partner is L'Oréal, the world's leading beauty company, with more than 100 years of experience, close to 90,000 employees, and annual revenues of over €28bn. L'Oréal is active in hair care, skincare, make-up, perfume, and sun protection, and its brand portfolio includes L'Oréal Paris, Garnier, Maybelline, Vichy, Lancôme, and Kiehl's, among others.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr"><strong>Main topics:</strong></p><ul class="[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1" dir="ltr"><li class="font-claude-response-body whitespace-normal break-words pl-2">Market, consumer, and brand analysis</li><li class="font-claude-response-body whitespace-normal break-words pl-2">Driving value creation through the use of technology</li><li class="font-claude-response-body whitespace-normal break-words pl-2">Development of a marketing concept for an applied case</li><li class="font-claude-response-body whitespace-normal break-words pl-2">Integration of scientific research findings into managerial decision-making</li><li class="font-claude-response-body whitespace-normal break-words pl-2">Professional presentation and defense of a self-developed concept</li><li class="font-claude-response-body whitespace-normal break-words pl-2">Writing an executive summary</li></ul><p class="font-claude-response-body break-words whitespace-normal" dir="ltr"><strong>Course objective:</strong></p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">It is the objective of this course that students learn how to solve an applied marketing case within a defined time frame, how to substantiate their recommendations with scientific research findings, and how to present and defend their concept in front of a professional audience.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr"><strong>Requirements:</strong></p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">Participants should have a high interest in applied marketing, high motivation to work in teams, and the willingness to cooperate professionally with a business partner. The course language is English; all presentations and written work must be prepared in English.</p>

Beschreibung

<div class="standard-markdown grid-cols-1 grid [&_>_*]:min-w-0 gap-3 [&_>_*:last-child]:mb-0 print:block print:[&_>_*_+_*]:mt-3 standard-markdown"><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">This course takes place in the second term (December until beginning of February) of the winter semester.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">Sessions are held on Tuesdays from 08:00 hrs to 12:00 hrs. The kick-off session on 01.12.2026 introduces the case, which will be presented by L'Oréal managers, and assigns the teams.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">Most sessions are individual feedback appointments for each group. </p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">The mid-term presentation is a trial run and does not enter the grading. The final presentations take place on 02.02.2027 at the L'Oréal headquarters in Düsseldorf (10:00 hrs – 15:00 hrs). The executive summary must be submitted by 03.02.2027.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">Examination: Final presentation incl. Q&A (75 %) | Executive summary (25 %). Both parts must be passed to complete the course.</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">The course is eligible for the module "Advanced Marketing on Specific Topics".</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">ECTS: 6</p><p class="font-claude-response-body break-words whitespace-normal" dir="ltr">During the course, please communicate and stay updated via the course page on Learnweb. Announcements and any additional material will be published there.<br /><a href="https://sso.uni-muenster.de/LearnWeb/learnweb2/course/view.php?id=95212">Go to the Learnweb course</a></p></div>

Literatur

There is no fixed reading list for this course. Students are expected to identify and integrate relevant scientific findings from top-tier marketing journals (e.g., Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, International Journal of Research in Marketing) into their case solution. The literature should be used to substantiate all relevant marketing-related decisions underlying the developed concept, both in the final presentation and in the executive summary.

Dozenten

• Prof. Dr. Jens Paschmann (verantwortlich)