Chair of Marketing and Innovation Management

Analytical-conceptual work in Marketing


  • Stefan Fischer, M.Sc.
  • Thomas Jaskolka, M.Sc.
  • Tobias Wolf, M.Sc.
Contact person:
Target Group:
Bachelor's and Master's students who would like to do a seminar or thesis at the Chair of Marketing and Innovation Management.
Admission requirements:
Learning outcome/core skills:
After successful participation, the students are able to capture complex and new issues in the area of marketing management, to formulate precise problems and research questions and to place them in a meaningful overall context ("big picture"). The skills learned in dealing with complex tasks can be applied directly in the preparation of academic texts such as seminars, synergy modules, project seminars and theses. Likewise, the acquired knowledge supports students in the preparation of market analyses, management concepts, and project plans in the professional environment.
Content of the lecture:
The workshop enables students to master complex tasks that do not yet have a standard approach. Students learn about techniques for goal-oriented problem structuring as well as logical reasoning. Using best practices from previous seminars and theses, the techniques introduced will be deepened through exercises in small groups. This enables students to deal with analytical-conceptual tasks, especially in marketing. Initially, the event will provide an overview of the process of preparing a scientific paper. Central milestones and subtasks are explained in more detail here. Afterwards, the basics of theoretical-conceptual working will be discussed. The focus will be on the techniques for structuring, problematizing and differentiating a scientific question as well as the stringent and targeted application of theories and models. The following section on literature research presents application-oriented scientific databases and provides tools for searching, evaluating, selecting and managing literature. Finally, the basics of scientific writing and techniques of logical reasoning are taught.
The course takes place twice a semester:
  • Friday, 19.10.2018, 10:00 am - 6:00 pm, room: VG 2.103
  • Friday, 30.11.2018, 10:00 am - 6:00 pm, room: PH20 (Philosophische Fakultät, Humboldtallee 19/21)
Registration for 19.10.2018 is closed. Participation in the second course "Analytical-conceptual work in Marketing" is subject to registration. Please register by online form until Nov. 27th 2018.
Recommended literature:
  • Müller-Seitz, G., & Braun, T. (2013). Erfolgreich Abschlussarbeiten verfassen: Im Studium der BWL und VWL. München: Pearson.B
  • Gastel, B., & Day, R. A. (2016). How to write and publish a scientific paper (8. Auflage). Cambridge: Cambridge University Press.
  • Barley, S. (2006). When I write my masterpiece: Thoughts on what makes a paper interesting. Academy of Management Journal, 49(1), 16-20.
  • MacInnis, D. J. (2011). A framework for conceptual contributions in Marketing. Journal of Marketing, 75(4), 136-154.
  • Pollock, T., & Bono, J. E. (2013). Being Scheherazade: The importance of storytelling in academic writing. Academy of Management Journal, 56(3), 629-634.
  • Reinartz, W. J. (2016). Crafting a JMR manuscript. Journal of Marketing Research, 53(1), 139-141.
  • Whetten, D. A. (1989). What constitutes a theoretical contribution? Academy of Management Review, 14(4), 490-495.