Service Learning Seminar: Marketing Literacy in Adolescence
Overview
In an increasingly digitalized consumer world, adolescents are confronted daily with a multitude of advertising messages, influencer campaigns, and subtle marketing strategies. It is therefore all the more important to raise young people's awareness of how marketing works at an early stage and to strengthen their competencies in dealing reflectively with commercial content. In cooperation with the Chair of Empirical Educational Research (Prof. Dr. Reinders), the Chair of Business Administration & Marketing addresses exactly this issue through its service-learning seminar for master's students: In terms of content, the seminar enables students to independently design, develop, and implement educational interventions aimed at fostering marketing competencies among adolescents. At the outset, participants acquire knowledge in the areas of marketing, social behavioral psychology, developmental psychology, as well as the organization, implementation, and evaluation of educational units. Building on these theoretical foundations, students design their own educational intervention during subsequent workshop phases, which they then test in practice in cooperation with a secondary school (Mittelschule). This intervention is intended to promote students' knowledge and self-efficacy in order to build competencies in dealing with marketing stimuli. The seminar is conceived as an integrated teaching project that meaningfully links theory and practice in didactic terms, thereby bridging marketing and pedagogy.
Special Feature:
The seminar offers business students the unique opportunity, through cooperation with the Chair of Empirical Educational Research, to also acquire knowledge in the fields of developmental psychology and pedagogy.
Content:
Upon enrolling in this seminar, students can expect a kick-off event providing theoretical input, as well as two additional sessions for presenting interim results. These sessions are complemented by the practical application of the developed educational unit in a real-school context.
Structure and application
1. General information
- The aim of this module is the conception and implementation of an educational unit designed to strengthen marketing competencies among adolescents
- Theory and practice seminar (5 ECTS)
- Questions? Please contact Daniel Hörauf (daniel.hoerauf@uni-wuerzburg.de)
| Scope: | Portfolio: Two group presentations, one practical application of the developed educational unit, and a 15-page reflection paper |
| Language: | German |
| Supervision: | Group sessions |
| Organization: | WueCampus |
| Can be credited to: | Information will follow shortly |
For questions regarding credit recognition in pedagogy degree programs, please contact the Chair of Empirical Educational Research.
Scheduling
Information on dates for WS 26/27 will follow shortly.
Kick-off Meeting | Objectives, introduction, theoretical input |
1st Interim Presentation | Presentation of a case and impact pathway |
2nd Interim Presentation | Presentation of the educational intervention |
| Practical Workshop at School | Application of the educational intervention |
| Submission of Term Paper | Reflection & conclusion |
For questions regarding the module, please contact Daniel Hörauf.
Formal guidelines
Please note our Guidelines for the formal design of scientific papers.
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