BSc Seminar | Marketingkampagne für einen BWL-Studiengang: Von der Zielgruppenanalyse bis zur Umsetzung (SoSe 2026)
Notice
Contact person: Niklas Sommer, M.Sc.
To access further course information on the schedule, requirements, module description, seminar content, and learning objectives, click here (in German).
- The course will be held in German.
- Application start: April 1, 2026
- A binding registration via this form is needed: https://www.marketingcenter.de/en/course-registration-marketingkampagne-fur-einen-bwl-studiengang-sose-2026
- Application deadline: April 8, 2026, 11:59 PM
Admission decisions will be communicated shortly after the deadline.
Description
Course Description
How can a compelling marketing campaign be developed based on a well-founded market and target group analysis? And how can the transition be made from a creative idea to a user-oriented and implementable solution?
In this seminar, students work in small teams to develop concrete measures for marketing a Master’s program in Business Administration, following a structured innovation process.
Using established innovation methods, ideas are then developed in a user-centered manner, prioritized, and translated into digital communication measures. These are implemented in content formats relevant to the target audience. The focus lies on instruments of content marketing, the activation of word-of-mouth, online targeting, and personalization.
The practice-oriented process is designed iteratively: in regular coaching sessions, teams present their interim results, question key assumptions, and refine their ideas. The measures are developed as prototypes, tested in an initial phase, reflected upon in terms of their strategic fit and impact, and subsequently further developed and optimized for a second implementation phase.
The goal is to acquire an understanding of integrated marketing campaigns and to gain deeper insights into higher education marketing. On this basis, students develop the ability to systematically analyze user-centered problems and, building on this, to develop, evaluate, and implement creative, practice-oriented solutions.
Lecturers
- Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
- Niklas Sommer (accompanying)