Project Studies / IDP
Modalities of the Project Study
We offer two modalities of projects studies:
- Industry-focused project study: The project study is carried out in collaboration with a business partner. Supervision is shared between the business partner and the professorship, with the business partner defining the substantive focus on a relevant problem that a small group of students can work on over a period of three to six months.
- Science-focused project study: The project is conducted in collaboration with our research partners, either within our research group or through our global network. The emphasis is on fundamental research. Therefore, participants should have a strong interest in scientific questions that can be explored in a small group over a period of three to six months.
Duration, Application, & Topic
Duration
- The project study is conducted by a team of 2-5 students.
- The project study period spans 3 ("fulltime") or 6 months ("part-time").
Topic
Students can either work on a topic provided by the professorship or submit their own proposal (together with a business partner). The professorship will decide whether the topic is applicable and acceptable for a project study.
The same process applies for industry-focused project studies and for science-focused project studies. For science-focused project studies, it is especially advisable to contact the respective supervisor upfront.
Application (as one PDF-File) to marktech@mtg.tum.de
- Team (including names, semester, course of study, matriculation number)
- Current transcript of records
- CV of all team members
- Desired start date & duration
- Topic preference/modality, if applicable, the business partner
Please consider for industry project studies: . Only once you have confirmation from the business partner to process the project study can you apply to the professorship.
Assessment
- Contributions will be evaluated individually.
- Industry-focused project study: The judgement of the business partner will be incorporated into the evaluation.
- Science-focused project study: The judgement of the scientific supervisors will be incoperate into the evaluation.
The evaluation will be based on two components at the end of the project study:
- A project report of approximately 10 pages per person, adhering to standard formatting guidelines. Inexception cases, formatting is adjusted to requirements of industry partners/specific scientific requirements.
- A 20-30 minutes final presentation, conducted in conjunction with the supervising professorship and the business partner
Overview of Industry Project Studies
Marketing Strategy: Amazon AdTech Market
Entwicklung und Validierung einer Marketingstrategie für Campaign Concierge mit Fokus auf Positionierung, Content-Strategie und Performance-Funnel. Ziel ist es, datenbasierte Hypothesen zu testen und strategische Marketingentscheidungen abzuleiten.
In partnership with SIGN8, a Munich-based digital trust services provider, we offer a project study on public adoption of the European Digital Identity Wallet (EUDI Wallet). The study examines how cities and municipalities can build trust and promote citizen adoption during the rollout.
Students analyze trust, communication, usability, and perceived value at the intersection of technology and marketing, and develop actionable recommendations for public sector implementation.
See more information here.
TUM School of Management (SOM) Website Management:
- In collaboration with TUM Marketing
- For detailed information, see here
- Project focus will be discussed depending on your personal interests
- User experience
- Data analysis
- Tracking
- Improving performance metrics
- Etc.
In this project study, students will help improve the targeting and functionality of one of Germany's leading pollen monitoring and tracking applications: https://pollenscience.eu/aktuell
The application already holds a strong position in terms of data coverage, but two questions remain open: which target groups the app should focus on, and which functionalities it should offer to patients. To address these, students will perform the following steps:
- Competitor analysis of comparable applications available in Germany, benchmarking features, target groups, and positioning
- Interviews with different target groups, such as allergy patients and doctors specialized in allergy treatment, to identify unmet needs and desired functionalities
- Recommendations for refining the app's target group strategy and patient-facing feature set, based on the findings
Start Date: from July 2026
Duration: 3 months (full time) – 6 months (part time)
Application: Please send your application to nienke.buters@tum.de, including a motivation letter (max. one page) and your CV.
Please note that this project study will be completed in a group of min. 3 students. Preferably, apply as a group.
Company:
Heptic is an early-stage startup building the AI operating system for the restaurant industry. Restaurants run on thin margins while their data is spread across many systems: POS, purchasing, inventory and labour. We bring it all together and layer a team of AI agents on top that plans staffing and purchasing, forecasts demand and recovers lost margin, across locations and autonomously. Built for restaurant chains and franchises in DACH.
Role Focus, Go-to-Market & Marketing:
We are looking for a team of 2 to 3 motivated students to build and run Heptic's go-to-market motion and take our brand to restaurant chains and franchise operators across DACH.
Project Tasks:
- Go-to-market strategy: refine positioning, messaging, and the ideal customer profile for our target segments (chains, franchises, QSR)
- Demand generation: build the engine across content, SEO, LinkedIn, and outbound / email campaigns
- Partnerships: develop B2B partnerships and launch an affiliate / revenue-share program
- Performance marketing: design and run experiments; measure CAC, funnel conversion, and channel ROI
- Sales enablement: create one-pagers, decks, and case studies, and support lead qualification
- Marketing analytics: track KPIs and pipeline, and turn the data into the next set of growth experiments
Requirements:
- Enrolled Master's (or advanced Bachelor's) student, ideally in Management, Marketing, or a related field
- Strong written communication in German and English
- Structured, hands-on, and comfortable taking ownership in a fast-moving environment
- Genuinely excited about startups and energized by a high-growth, high-pressure environment
Starting Date: Immediately or upon agreement
Duration: 3 to 6 months
Team: 2 to 3 students
Application Details:
Students send their CV and transcript to benedikt@heptic.de
Overview of Scientific Project Studies
A project study on the creation of a Virtual Reality environment to study interaction modalities could involve designing and developing an immersive VR prototype that enables users to interact through multiple input methods (e.g., hand tracking, controllers, voice, or gaze). The project would define key interaction tasks and scenarios, then implement them in a controlled virtual setting. User experiments would be conducted to compare performance, usability, and engagement across modalities. Data collection could include behavioral metrics, questionnaires, and interviews. The study would conclude with an evaluation of which interaction modalities are most effective for different task types and user needs.
This project examines when and why people disclose the use of AI in everyday creative and problem-solving tasks. Students will design and run a behavioral study in which participants complete a simple task (e.g., idea generation, short text writing, or analytical problem-solving) with either AI or human assistance.
The project may experimentally vary factors such as type of assistance (AI vs. human).
Learning outcomes: Students will gain experience in
- experimental design
- behavioral data collection
- data analysis analysis
Start: March 2026 onward
A project study on the creation of an online storefront or website for experimental research could involve designing and implementing a realistic e-commerce platform tailored for controlled user studies. The project would define experimental conditions (e.g., layout, pricing, recommendation features, or interface elements) and build configurable website variants. Participants would interact with the site while their behavior, choices, and engagement metrics are recorded. The platform would support A/B testing and data logging for research purposes. The study would end with an evaluation of how different design and feature configurations influence user decisions and experience.