Study with 390 students at the University of Bayreuth

During the data collection phase from 26 January to 17 February 2026, 390 students prepared for oral exam questions on the fundamentals of marketing with an oral exam simulation, for example product policy decisions of the kind that also appear in written exams.

The study was conducted together with Prof. Dr. Claas Christian Germelmann, Helen Bommel, Timo Koch and Lisa Ross (Chair of Marketing and Consumer Behavior, University of Bayreuth). The academic analysis is ongoing; the research has not yet been published.