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Master Seminar I

Current topics in sustainable and health-related consumer behavior


Instructor: Dr. Magdalena  Bekk
Dates: October, 16th, 2018, 10:00am - 2:00pm, November, 13th, 2018 and January, 18th, 2019 both 10:00am - 7:00pm
Room: S3 in Modul-Building


The aim of this seminar is to introduce students to empirical scientific work methods. Students will learn all steps required in the process of conducting an empirical study and will conduct a study themselves during class.

Substantively, this seminar will introduce students to current topics in marketing with a special focus on sustainable and health-related consumer marketing. The seminar will specifically focus on how and why consumer behavior is oftentimes not sustainable for the society and nature in general or healthy for the individual in particular and how consumers might be nudged into more sustainable and healthy actions.

We expect that participants have a high interest in marketing and particularly in consumer behavior aspects, as well as a high motivation to work in teams. In addition, students should have the motivation to conduct an empirical study during the course. This includes literature search, hypothesis development, data collection, data analysis and writing a scientific term paper.
The empirical study and term paper will be assigned to teams of 2-5 students.

Presentation and Term paper

Presentation as well as Term paper need to be passed for successfully completing the whole course. The grade will be based on the presentations and participation in class discussions (50%) and the written term paper (50%). Written report can be either in German or English. Detailed information about these topics can be found here.


Basic knowledge in literature search and statistics is a requirement; experience in working with empirical studies is beneficial, but not a requirement. The course is eligible for 6 ECTS. Course language is English.

Important Dates

Registration via KLIPS

Registration for the seminar is possible via KLIPS in the second registration phase .


Briefing and assignment of topics, 10:00am – 2:00pm, room S3, WiSo-Modulbau

This session will give an introduction to the scientific work process and the requirements of the seminar. Specific topics for the term paper and presentations are assigned. In preparation for the first presentation an introduction to literature search, hypothesis development and experimental study designs will be given. Participation is mandatory.


10:00am – 7:00pm, room S3, WiSo-Modulbau
Student presentations on prior literature, developed hypothesis and study design.
Discussion of presentations as well as of the compulsory literature. In preparation for the second presentation an introduction to experimental data analysis methods will be given


10:00am – 7:00pm, room S3, WiSo-Modulbau

Student presentations on the results of their study. Discussion of presentations as well as of the compulsory literature. In preparation for the term paper an introduction to scientific writing will be given.


Submit your term paper

Students have to submit their term paper as a single document (.pdf and .doc(x)) together with the data file of their study by e-mail as well as two printouts no later than 2:00pm at Friday, 15.02.2019.