Vorlesung + Übung: Marketing Analytics - Details

Vorlesung + Übung: Marketing Analytics - Details

Allgemeine Informationen

Veranstaltungsname Vorlesung + Übung: Marketing Analytics
Semester WS 2026/27
Aktuelle Anzahl der Teilnehmenden 8
Heimateinrichtung Prof. Dr. Michael Paul - Value Based Marketing
Veranstaltungstyp Vorlesung + Übung in der Kategorie Lehre
Veranstaltung findet in Präsenz statt / hat Präsenz-Bestandteile Ja
Hauptunterrichtssprache englisch
Literaturhinweise Palmatier, Robert W., J. Andrew Petersen, and Frank Germann (2022), “Marketing Analytics: Based on First Principles,” Bloomsbury Publishing.
Backhaus, Klaus, Bernd Erichson, Sonja Gensler, Rolf Weiber, and Thomas Weiber (2025), “Multivariate Analysis: An Application-Oriented Introduction,“ Springer Gabler.

Räume und Zeiten

Die Zeiten der Veranstaltung stehen nicht fest.

Modulzuordnungen

Kommentar/Beschreibung

After the successful participation in this module, students are able to understand important concepts and methods of marketing analytics with a focus on managerial decision-making. In particular, they understand methods to manage customer heterogeneity (e.g., perceptual and preference mapping), customer dynamics (e.g., customer lifetime value analysis), sustainable competitive advantage (e.g., sales forecasting), and resource trade-offs (e.g., marketing mix models). Students use R and Tableau to apply these methods and to reflect on and discuss case studies. They can apply their knowledge of data analysis methods and software to any relevant topic. Overall, students can critically analyze and evaluate marketing data and independently derive data-driven recommendations for managerial decisionmaking. They can exchange their ideas with experts and others on an academic level.