| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Seminar |
| Code |
HS261015 |
| Semester |
Herbstsemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Di, 15.09.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 22.09.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 29.09.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 06.10.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 13.10.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 20.10.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 27.10.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 03.11.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 10.11.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 17.11.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 24.11.2026, 10:15 - 12:00 Uhr, 4.B47
Di, 15.12.2026, 10:15 - 11:45 Uhr, 4.A05 (Prüfung) |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
|
| Inhalt |
Questions addressed will include, but are not limited to: What is the impact of customer word-of-mouth on product choice and sales? Which dimensions of word-of-mouth are most impactful, and which metrics should firms track? What motivates customers to engage in word-of-mouth? What are the differences between online and offline word of mouth? How prevalent are fake reviews, and which factors incentivize firms to write reviews? How can/ should firms manage customer word-of-mouth? A comprehensive reading list of academic articles related to customer word of mouth will be provided at the start of the semester. |
| Lernziele |
Upon seminar completion, students will have achieved the following learning outcomes:
Topic-specific skills and knowledge Students have a comprehensive knowledge about the (i) antecedents, (ii) moderators, and (iii) consequences of customer word-of-mouth for (iv) market outcomes, (v) customer perception, and (vi) individual customers.
Transferable skills and knowledge: Students will practice their presentation skills. Students will practice their analytical skills in evaluating the contributions, methods, and limitations of research papers in marketing. Students will practice their discussion skills. |
| Voraussetzungen |
Good working knowledge of marketing required; Good working knowledge of statistics and data analysis required (we will read articles from leading academic journals (e.g., Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Marketing), and most of these articles include some type of empirical analyses) |
| Sprache |
Englisch |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 31 August – 25 September 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17903616130 |
| Leistungsnachweis |
***IMPORTANT*** To receive course credit and earn academic credits, registration via the Uni Portal within the regular exam registration period (29 October – 12 November 2026) is MANDATORY.
Late registrations and withdrawals will not be accepted. Once the registration period has ended, participation in the course is MANDATORY. If the course is not completed without a valid reason and without proper withdrawal (including supporting documentation; see the Exam Guidelines), the course will be considered failed (grade 1). |
| Abschlussform / Credits |
Written exam 70%, in class participation 30% / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
TBA (a list with articles will be distributet in the first week of class) |