Teaching at the Chair of Marketing and Value Creation
Our teaching profile
Our teaching focusses on the question of how marketing can create added value for customers, companies and society. Our courses cover the essential basics of marketing (e.g. the lecture Consumer Behaviour) and also address innovative and current topics in marketing (e.g. the seminar Sustainable Marketing). Our teaching programme is complemented by methodological courses. The overarching aim of our teaching is to enable students to apply the concepts and methods they have learnt independently and reflectively in order to make well-founded and better management decisions in the future.
Our teaching concept aims to provide practice-relevant and research-based teaching that enables students to apply quantitative methods and promotes continuous learning. The practical relevance of our teaching content is reflected, among other things, in the use of case studies and regular guest lectures in which practice partners report on current topics from their day-to-day business. In addition, we regularly carry out practical projects in co-operation with company partners. Our teaching is also characterised by a strong focus on research. In our courses, we want to arouse interest and enthusiasm for scientific work in our students. To this end, we regularly discuss our own and others' research work in our courses. The quantitative orientation of our teaching is particularly important to us in the Master's programme. We also introduce students to advanced multivariate analysis methods as part of the seminars and final theses. In this way, we provide them with tools to make better management decisions in times of big data availability. In order to motivate our students to continue learning, we use presentations, assignments and self-checks throughout the semester to provide students with regular feedback on their level of knowledge.
Teaching programme
| Module name | Semester | ECTS | Language | Person responsible |
| W3161 Konsumentenverhalten | SS | 10 | GER | Prof. Dr. Eva Böhm |
| W11021 Marketing (as part of the module "Management") | WS | 5 | GER | Prof. Dr. Eva Böhm |
| W3162 Grundlagen der Marketingforschung | WS | 10 | GER | Prof. Dr. Eva Böhm |
| Module name | Semester | ECTS | Language | Person responsible |
| W5171 Sustainable Marketing | SS | 5 | GER | Prof. Dr. Eva Böhm |
| W5172 Business-to-Business Marketing | WS | 10 | GER | Prof. Dr. Eva Böhm |
Final theses
At the Faculty of Business Administration and Economics, the assignment of theses (Bachelor's theses, Master's theses) is organised via a central web-based registration procedure.
Registration for theses in the summer semester 2026 is possible from 19 January 2026 until 30 January 2026. The topics will be announced shortly before the registration phase.
Application
Bachelor's theses at the Chair of Marketing and Value Creation are supervised in seminar style, i.e. all candidates work on a common main topic within which they are given their own research question. The main topic of the respective semester can be found under "News". The Bachelor's thesis involves conducting and analysing an empirical-experimental study.
The Bachelor's thesis is accompanied by a scientific colloquium. The majority of the course takes place in person, supplemented by some digital events, such as individual coaching sessions. Important foundations for the Bachelor's thesis are laid in these sessions (e.g. introduction to the topic, scientific work and experiments). Participation in the scheduled attendance dates is compulsory. The prerequisite for writing a Bachelor's thesis at the Chair of Marketing and Value Creation is therefore that you are on site during the semester in which you write your Bachelor's thesis.
Your application should include the following application documents, summarised in one PDF:
- Letter of motivation
- CV
- Overview of grades
In the letter of motivation, you explain why you would like to write your Bachelor's thesis in the field of marketing and what interests you about the advertised topic. The letter of motivation should not exceed one page.
Master's theses involve the independent design, implementation and evaluation of an empirical study (e.g. in the form of an experiment, a survey, the analysis of secondary data or qualitative interviews). The Master's thesis can be written on one of the suggested topics or on a topic of your own (see "News"). The Master's thesis can be written in German or English.
Your application should include the following application documents, summarised in one PDF:
- Exposé on a selected topic
- CV
- Overview of grades
The synopsis describes your potential research project and comprises a maximum of three pages including bibliography. In the synopsis, you should explain the relevance of your possible topic, give a brief overview of the current state of research, formulate your research questions and outline ideas for the methodological approach. To prepare your synopsis, please refer to relevant, current specialist literature that goes beyond the introductory literature provided. You can specify up to three preferred topics in your application, but only ever write an exposé on your most favoured topic.
Registering the thesis
Once the topic has been assigned, the thesis must be registered promptly.
For Bachelor's theses, the registration deadline for all Bachelor's candidates is set centrally by the professorship. As a rule, the deadline is within the first month of the respective semester (April or October).
Registration for the final thesis takes place via a web-based application procedure in PAUL. As part of this procedure, you can apply online to register your thesis. You then submit the registration form to your supervisor for signature.
Once the topic has been assigned, the thesis must be registered promptly.
Master's theses must also be registered within the first four weeks of a semester - as long as there are no relevant reasons for not doing so (e.g. semester abroad, internship). Please clarify any later registration in advance.
You can register for your thesis via a web-based application procedure in PAUL. As part of this procedure, you can apply online to register your thesis. You then submit the registration form to your supervisor for signature.
Handing in the final thesis
Das Hochladen Ihrer Abschlussarbeit auf PAUL ist optional. Die Einreichung in Papierform ist weiterhin möglich.
Informationen zum Ablauf finden Sie in dieser Anleitung.
Qualified participation
In some Master's degree programmes, qualified participation (so-called coursework) is required in addition to writing the final thesis. This applies to the M.Sc. in Business Administration and M.Sc. in Management programmes. The coursework must be agreed individually with the supervisor and is registered when registering for the Master's thesis. You can find a form for agreeing the coursework as part of the thesis here.