Stud.IP Uni Oldenburg
University of Oldenburg
29.11.2022 01:44:27
wir829 - Development directions in Marketing Research (Complete module description)
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Module label Development directions in Marketing Research
Modulkürzel wir829
Credit points 6.0 KP
Workload 180 h
Institute directory Department of Business Administration, Economics and Law (Economics)
Verwendbarkeit des Moduls
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunkt Führung von Unternehmen und gesellschaftliche Organisation (FUGO) (MPO2020)
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunktmodule RdW - BWL
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunktmodule UF - BWL
  • Master's Programme Sustainability Economics and Management (Master) > Additional Modules
Zuständige Personen
Lehrenden, Die im Modul (Prüfungsberechtigt)
Successful completion of the entrance examination
Skills to be acquired in this module
Upon completion of the module, students will be able to:
  • apply specific competences to strategic research in marketing
  • classify research strategies in marketing according to their meta-theoretical considerations
  • estimate research strategies' claims to knowledge and their limitations
  • formulate interdisciplinary research strategies aligning competences of empirical methods with the application of theory
  • develop own conceptual sketches within teams and to present them
Module contents
How is knowledge generated within the scholarly discipline of marketing? This question confronts the field of marketing with central paradigmatic assumptions. The course begins to solve this puzzle on the basis of a historical analysis of the marketing concept's development. Different scientific standpoints in marketing theory and empirical investigation are evaluated against the light of recent developments in markets and society. The current paradigms of consumption research and marketing research's basic standing in the philosophy of science are intensely treated. This also entails reflecting on the opportunities that alternative trends, e.g. a humanistic paradigm, hold in store for marketing research. The course is divided into a preparatory seminar and an educational workshop towards the end of the term. The latter unit allows case study and role play as well as the presentation student work and boosts social competences irrespective of subject matter.
Kroeber-Riel, W. & Weinberg, P. (2008), Konsumentenverhalten. München.
Pepels, W. (1995), Käuferverhalten und Marktforschung. Stuttgart.
Aaker, D. et al. (1995), Marketing research. New York.
Raffée, H. (1979), Marketing und Umwelt. Stuttgart.
Raffée, H. (1974), Grundprobleme der Betriebswirtschaftslehre. Göttingen.
Holzmüller, H.H. (1995), Konzeptionelle und methodische Probleme in der interkulturellen Management- und Marketingforschung. Stuttgart.
Menniken, C. (2000), Interkulturelles Marketing, Wirkungszusammenhänge zwischen Kultur, Konsumverhalten und Marketing. Wiesbaden.
Bubik, R. (1996), Geschichte der Marketing-Theorie: historische Einführung in die Marketing-Lehre. Frankfurt am Main.
Fischer-Winkelmann, W. F. & Rock, R. (ed.) (1976), Zur Kritik der Markt- und Marketing-Theorie, Band II: Kritik der Marketing-Theorie. München.
Forschungsgruppe Unternehmen und gesellschaftliche Organisation (FUGO) (2004): Perspektiven einer kulturwissenschaftlichen Theorie der Unternehmung. Marburg.
Backhaus, K. et al. (ed.) (year): Multivariate Analysemethoden. Berlin.
Further literature to be announced at the start of the term.
Language of instruction German
Duration (semesters) 1 Semester
Module frequency jährlich
Module capacity unlimited
Reference text
The module consists of a preparatory period (approximately 4 sessions on campus) as well as one educational workshop outside of Oldenburg
Modullevel / module level ---
Modulart / typ of module je nach Studiengang Pflicht oder Wahlpflicht
Lehr-/Lernform / Teaching/Learning method
Vorkenntnisse / Previous knowledge
Form of instruction Comment SWS Frequency Workload of compulsory attendance
Lecture 1 -- 14
Seminar 3 WiSe 42
Präsenzzeit Modul insgesamt 56 h
Examination Prüfungszeiten Type of examination
Final exam of module
during the term
examination paper and presentation