4004527: MasterPROJECT 4: Developing an online sales concept

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Semester:WS 15/16
Scheduled in semester:3
Semester Hours per Week / Contact Hours:32.0 L / 24.0 h
Self-directed study time:126.0 h

Module coordination/Lecturers


Master's degree programme in Banking and Financial Management (01.10.2008)



Company: Liechtenstein Life Assurance AG

The insurance industry is predestined for online sales, since the products are to a high degree digitalized. Through the Internet, customers and business partners can be served 24 hours a day.
Not all products are suitable for online sales, important are low complexity, short runtimes, flexibility, price advantage.
The insurance company wants to develop an online-insuring for existing clients. This would not only allow cross-selling, but also up-selling.

Challenge of the project group is to collaborate for the following questions or goals (guided by a responsible person of the company):
- Building a social media community of loyal brand messages
- Is a customer forum assisted by expert on the company's website an appropriate way to build a controlled network?
- Examination of the various social media platforms like Facebook, Twitter, Instagram, Youtube, Google+, Xing and LinkedIn.
- Which products are interesting for generation Y? Is generation Y oriented to a large extent on the own peer group as well as the respective lifestyle?

- Two groups working parallel

Supervisor: Prof. Dr. Marco J. Menichetti

Lecture Goals



Exam Modalities

  • Assignment (depending on the project an additional presentation may apply) (100%)
  • Obligatory class participation


Expected group size: 3-4 students.