Service Learning Seminar: Marketing Literacy in Adolescence
Overview
In an increasingly digitalized consumer world, young people are confronted daily with a multitude of advertising messages, influencer campaigns, and subtle marketing strategies. It is therefore even more important to raise their awareness of how marketing works and to strengthen their ability to critically engage with commercial content. In cooperation with the Chair of Empirical Education Research (Mr. Prof. Dr. Reinders), the Chair of Business Administration & Marketing will launch a Service Learning seminar for master’s students in the summer semester of 2026 that addresses precisely this issue. The seminar enables students to independently design, develop, and implement educational initiatives aimed at promoting marketing competencies among adolescents. At the beginning, participants acquire fundamental theoretical knowledge in marketing, consumer psychology, developmental psychology, and instructional design. Building on these foundations, the students create an educational project in subsequent workshop phases, which they then test in practice in cooperation with a local secondary school. The goal is to positively influence and scientifically assess relevant marketing-related variables - such as students’ attitudes or purchase intentions. As an integrated teaching project, the seminar meaningfully connects theory and practice to build a bridge between pedagogy and marketing.
What makes it special:
The seminar offers business students the unique opportunity to acquire knowledge in the fields of developmental psychology and education through cooperation with the Chair of Empirical Educational Research.
What students can expect:
Students who enroll in this seminar can expect a total of 10 classroom sessions. Three of these sessions are devoted to theoretical input (introduction to marketing and developmental psychology, psychological behavioral theories and variables, and evaluation of educational projects), and two sessions are devoted to practical exercises. These sessions are supplemented by a kick-off event, two interim presentations, the application of the developed educational unit, and a reflection session.
Structure and application
1. General information
- The objective of this module is to design and implement an educational unit aimed at strengthening young people's marketing skills.
- Theory & practive seminar (5 ECTS)
- Questions? Please contact Daniel Hörauf (daniel.hoerauf@uni-wuerzburg.de) or Deborah Hofmann (deborah.hofmann@uni-wuerzburg.de)
| Scope: | Portfolio: Two group presentations, a practical application of the developed educational unit, and a short written reflection (no term paper required) |
| Language: | German |
| Supervision: | Group sessions |
| Organizaion: | WueCampus |
| Can be credited to: | See WueStudy (module number: 05031770): Topics in Marketing (Subject Marketing) for Business Students (or other modules after consultation, if applicable)
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2. Application
Applications and acceptance of students will be based on the order of registration on WueStudy. There are only 20 places available in total. It pays to be quick.
Scheduling
Kick-off Meeting April 9th 2026, 10:00 am - 12:00 pm | Objective & introduction |
Interim presentation May 28th 2026, 10:00 am - 12:00 pm | Presentation of the action process |
Interim presentation June 25th 2026, 10:00 am - 12:00 pm | Presentation of the educational measure |
Reflection & conclusion July 9th 2026, 10:00 am - 12:00 pm | Reflection & presentation of evaluation results |
Formal guidelines
Please note our Guidelines for the formal design of scientific papers.
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