Research Seminar: "The Market-Oriented Digital Transformation" - Summer Term 2026
| Field(s) of Study | Master |
| Credits | 12 CP/ECTS |
| Module(s) | MCM16/17 (if your module is not listed, please refer to your module compendium and your degree's course manager to ensure compatibility with your track of study) |
| Teaching Format | Lectures & workshops |
| Examination |
Seminar paper + presentation Please remember to register at the Examinations Office (PAM) during the early registration period! |
| Learnweb course | The access data will be communicated in the kick-off session. |
| Course catalogue | click here |
| Lecturer(s) | |
| Page last updated | 6th January 2026 |
News
Course Overview
Digital transformation is reshaping organizations, industries, and societies at unprecedented speed and scale. Yet, despite its ubiquity, the concept remains multifaceted and ambiguous, encompassing technological innovation, organizational change, and strategic renewal. Firms today must not only adapt their processes and infrastructures but also fundamentally rethink how they create value for and with customers in a digitalized marketplace. Understanding this transformation requires an integrated view that connects insights from various (sub-)disciplines, such as Marketing, Management, Information Science, Operations Research, and Innovation. This seminar therefore adopts an interdisciplinary perspective to investigate what “The Market-Oriented Digital Transformation” is.
In this seminar, we will first conduct a systematic literature review to analyze how different business research disciplines conceptualize digital transformation, highlighting not only their commonalities but also their unique and sometimes conflicting viewpoints. Building on these perspectives, we will actively work to integrate these insights and explore what marketing can learn from them. We will put a particular focus on how such cross-disciplinary understanding can inform marketing strategy research. In addition, participants will conduct empirical analysis, such as regression, textual analysis, or interview coding to complement their theoretical understanding with practical insights. By synthesizing these perspectives participants will critically reflect on what “The Market-Oriented Digital Transformation” means and how firms can sustain their value proposition amidst rapid technological change.
Your tasks are (1) to conduct a systematic literature review and empirical analysis on a selected research stream within the broader theme of digital transformation, deriving insights formanagerial practice as well as developing future research directions and (2) based on this short research paper, to hold a presentation of key findings, conveying the intuition of your analysisand results to Professor Hohenberg and the other seminar participants.
Application
- Please follow the MCM application process for seminars via the homepage
- Please note that submissions of papers and presentations after the submission deadline will not be accepted
- The number of students for this seminar is restricted to max. 20 students
- For specific questions, please find the contact details of Maximilian Prell below
Schedule
| What? | when? | Where? |
|---|---|---|
| Kick-off meeting (incl. presentation of topics) |
15.04.26 14:15h – 15:45h |
Seminar room 02, Schlossplatz 3 |
| Selection of preferred topics | 22.04.26 | Learnweb |
| Assignment of topics | 30.04.26 | Learnweb |
| Workshop: (1) Conducting Marketing Research and (2) writing effective literature reviews |
06.05.26 12:15h-15:45h |
Seminar room 02, Schlossplatz 3 |
| Hand-in deadline for paper | 24.06.26 | Learnweb |
| Hand-in deadline for presentation | 08.07.26 | Learnweb |
| Presentations | 15.07.26 |
Seminar room 02, Schlossplatz 3 |
Contact
Maximilian Prell, M. Sc.
Research & Teaching Associate
D-48149 Münster
Room 206