Our exercise offer includes the "Übung Marketing-Forschung", which is offered every semester. As an alternative to the exercise, you can attend the course "Existenzgründung und Betriebsübernahme", which is offered in the summer semester.
This advanced exercise teaches the ability to solve selected important marketing research problems through exercises and small case studies. The examination performance includes the processing of case studies in group work. The central topics are: - Introduction to marketing research and meta-analysis, - Expert interviews and content analysis, - Experimental survey designs, - Development of hypotheses and questionnaires, - Problems of the data collection phase and - data analysis with SPSS.
Registration required!
You can find the order of the topics as well as documents for the exercise in the Stud.IP.
The lecture "Existenzgründung und Betriebsübernahme" is designed as a 24-hour case study seminar and is aimed at students who later want to set up their own business or take over a business in a small company.
Learning goals: The participants learn to assess the entrepreneurial opportunities of business ideas and company takeovers. In addition the measures necessary for the practical realization are represented.
Content: The focus is on exercises and case studies to identify market entry opportunities, market niches and returns for young companies. Further topics are market research to determine sales opportunities, market segmentation, positioning in the market, evaluation of companies as well as the development of a business plan.
Short presentations also impart basic knowledge about: - Types of start-ups and types of start-ups - Market segmentation and market niches - Business start-up with own business idea - Self-employment as a freelancer - Takeover and evaluation of operations - Management buyout (MBO), outsourcing - franchising - Patents and licenses - Procurement of capital: equity capital, loans, grants
The active participation of the listeners in the case studies and exercises is assumed. If possible, the listeners should contribute their own business ideas for products or services, which can be treated confidentially if desired. The case studies (= business ideas) and exercises are worked on in teams of 3 to 6 people.
Turn: usually every two weeks.
Participants: Higher semesters in Industrial Engineering, Engineering and Natural Sciences. The number of participants is limited. Registration required!> Stud.IP.
Lecturer: Dr.-Ing. habil. Bruno Hake, management consultant in Wiesbaden. Dr. Hake has realized several new business ideas.
Important notes on creditability: The course can only be included in the course of study as an alternative to practice!