Lecturer: Prof. Dr. Yasemin Boztug

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Teaching Assistant: Chiara Pfeiffer

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Target group: Bachelor BWL, VWL, VWL alt, WInfo, WiPäd

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Time and Place:

• Lecture: tba
  
• Room: tba
  
• Exercise: tba

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Required Examination:

Written exam: 90 minutes - 6 credits

Exam date:

Date: tba

Room: tba

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Learning outcomes/core skills:

Students are introduced to data-driven analysis in marketing. The objective of the course is to acquire the following knowledge and skills:

• Planning and design of marketing-related research studies


• Conducting appropriate data collection in a marketing context (qualitative and quantitative)


• Evaluation of data quality


• Preparation, transformation, and processing of data for analytical purposes


• Interpretation and use of analytical results to support well-informed marketing decisions

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Course Content

• Introduction to data-driven analysis in marketing


• Fundamentals of data collection


• Preparation of data for subsequent analysis


• Application of methods using practical, data-based case studies