LFU:online

Students acquire a broad and substantive basis of methods and techniques, including research designs that are tailored for observing brand related interaction processes, uncovering brand meanings, analyzing prosumption processes as well as unconscious information processing. Students prepare, present and discuss their master thesis project outlines with the team of instructors. They are prepared to start doing the empirical part of their master thesis.

1.Qualitative and quantitative brand research methods and techniques: e.g.: historical brand analysis, analysis of unconscious multi-sensory information processing, ethnography, participatory observation, discourse analysis, projective techniques, narrative interviews, laddering, biometrical measures, experimental designs plus a more in-depth coverage of techniques covered in STM 4 (Strategic Management Research) 2. Challenges in multi-cultural research 3. Preparation, presentation and discussion of master thesis project outlines

Instruction, mini-projects, plenary and group discussions, reading assignments, student presentations, guest speakers

Lehrveranstaltungsprüfung gemäß § 7 Satzungsteil, Studienrechtliche Bestimmungen

Wird im Rahmen der ersten Lehrveranstaltung besprochen.