Otto-von-Guericke-Universität Magdeburg


Advanced Marketing Research (21163)

Building on the module “Marketing Methods and Analysis”, this course provides an application-oriented introduction to more advanced and sophisticated marketing research methods.

Participants will learn about the fundamental concepts of the methods in a two-day block lecture block, which is followed by a written open-book exam. In the second part of the course, students will engage in group work to prepare a research report on a marketing-related business problem. The final presentation of this research report will be held in mid-January. In order to prepare the course in the best possible way, the Chair of Marketing asks you to confirm your participation in the course. Please send your registration including your name and matriculation number (deadline: 06.11.2017 - 12:00 am) to our secretary ( We highly appreciate your registration but registration is not mandatory.

Please use the application form for your registration.


Prof. Dr. Marko Sarstedt
M. Sc. Doreen Neubert


The final open-book exam will be on December 06th, 2017 (1:00 p.m. - 3.00 p.m.).

Please register for the exam only from November 20th to November 22nd, 2017 via LSF.
The registration is neccessary and mandatory. It is not possible to register at another time.

Hair, Hult, Ringle and Sarstedt Hair, J. F.; Hult, G. T. M.; Ringle, C. M.; Sarstedt, M. (2017)
Partial Least Squares Structural Equation Modeling: A Primer. Second Edition. Sage: CA.
Sarstedt_ Mooi_(2014) Sarstedt, M.; Mooi, E. (2014)
A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. 2 Auflage, Berlin: Springer Berlin.
Brief Schedule


Lecturer Time              Room
Prof. Sarstedt

Monday, 20.11.2017
(09:00 a.m. - 07:00 p.m.)
Tuesday, 21.11.2017
(09:00 a.m. - 07:00 p.m.)

blocked lecture G22A-011


Lecturer Time
M. Sc. Neubert


09:00 a.m. - 11:00 a.m. (weekly)


The first tutorial will be on November 27th, 2017.


Application form

Letzte Änderung: 01.03.2018 - Contact Person: Webmaster
Contact person

Questions to:

Doreen Neubert

Important Note