General

Teaching concept:

After the deliberately broad-based Bachelor training in marketing, we focus Master's content on "relationship marketing", by which we mean the management of a company's relationships to its stakeholders, particularly (but not only) its customers (see, for example, Bruhn 2015, Relationship Marketing, Vahlen, 4^th edition). In concrete terms, "classical" marketing content such as we impart in the Bachelor's programme (marketing strategy and operational marketing in the form of the marketing mix/"4 Ps") is extended to include approaches like customer satisfaction, customer loyalty, complaints management, expectation management etc.
As relationship marketing is also our own research priority, the research focus that is very important to us in the Master's programme, in particular, simultaneously receives attention.
The research focus is reinforced by means of the specific "Marketing Science" class (lecture plus tutorial), which specifically targets current research and in which simultaneously, of course, content relating to the whole of marketing, even the classical variety, is presented. The research focus is supplemented by a literature seminar, which aims to consolidate the ever more important (critical) handling of articles in specialist journals, and the research seminar which specifically prepares the Master's thesis.
As empirical working has proved to be particularly important in both marketing research and practice, market research is our methodological focus. Specifically, application-oriented knowledge in using multivariate analysis methods (particularly also in SPSS) are conveyed in Market Research (lecture with tutorials) and seen as an important part of our Master's training. This knowledge, in particular, is also important for subjects like Marketing Science; at the same time, our research also focuses again and again on the further development of methods.
Quantitative methodological approaches are supplemented by data collection methods, qualitative applications and (empirical as well as conceptual) project work in seminar form (applications of market research seminar, project seminar).

appointments:

Please check all current information in OPAL regulary.

Basic information:

All current information about classes is always available in OPAL. Likewise, you can only ever enrol for a class via OPAL.
OPAL contains an overview of all the sub-department's available courses at the following link: Overview of the sub-department's available courses
In order to ensure that you are informed about all courses, we advise all interested parties to register in the relevant group under the Marketing Students learning resource.
Please always ensure that you are registered in OPAL with a valid and available e-mail address (ZIH e-mail address).

References, recommendations:

Dear Students,
Many of you contact us for letters of recommendation/references for a study abroad, grants etc. - We are pleased to help you where we can. We have devised the following rules for our sub-department, aimed at simplifying enquiries/the process, as we receive many such enquiries:

We issue letters of recommendation in principle only for students who have attended at least two courses offered by our sub-department and obtained at least good examination results (average grade in these two courses ≤ 2.5), ideally, very good examination results (average grade in these two courses ≤ 1.5)
An exception is possible in the case of Bachelor degree students who are only in the fourth or a lower semester and therefore, according to the curriculum, have not yet attended a second course after "Marketing Foundations" ("Marketing Mix", 5^th semester): in such cases, we are prepared to issue a letter of recommendation purely on the basis of successful participation in "Marketing Foundations" if a student has obtained a very good grade (≤ 1.5) for this course. Please note: only a purely grade-based letter of recommendation is, of course, possible in the case of this exception – it is, unfortunately, not possible for us to determine, and hence certify, personal traits / "social skills" of individual students, based on participation in our mass course "Marketing Foundations" alone, which is attended by well over 500 students.
Please bear in mind that, while all the above points are prerequisites for our issuing a letter of recommendation to you, they are, of course, not a guarantee that we will do so: we reserve the right to obtain additional information and, based on this information, also to refrain, where applicable, from issuing a letter of recommendation.
Please note the following general principle: as a letter of recommendation for us is based on a process involving several members of staff within the sub-department, it may take us 2-4 weeks to provide such a letter during session times. Outside session times, this period may be much longer (due to research visits, conference participations, vacations etc.) that are usually scheduled during this time.
Your sub-departmental contact person for letters of recommendation is Ms Janine Göttling. In order to simplify the process, it is best to contact her directly, as required (janine.goettling@tu-dresden.de).

For all requests regarding the provision of letters of recommendation, please supply a curriculum vitae, an overview of your grades achieved to date, an outline of your hitherto existing links with the sub-department as well as an informative outline and justification of your project.

Alumni association:

We recommend all our students to become members of our alumni network in order to keep in touch. If you wish to become a member and receive our newsletter regulalry, informing about ongoing events at our chair, please send a brief email to Henrietta Pilny.

Contact person:

If you have any questions about the teaching programme, please contact Henrietta Pilny.