| Termin/e |
Di, 24.09.2019, 14:15 - 16:00 Uhr, HS 7
Di, 01.10.2019, 14:15 - 16:00 Uhr, HS 7
Di, 08.10.2019, 12:15 - 14:00 Uhr, 4.B47
Di, 08.10.2019, 14:15 - 16:00 Uhr, HS 7
Di, 15.10.2019, 14:15 - 16:00 Uhr, HS 7
Di, 22.10.2019, 14:15 - 16:00 Uhr, HS 7
Di, 29.10.2019, 14:15 - 16:00 Uhr, HS 7
Di, 05.11.2019, 14:15 - 16:00 Uhr, HS 7
Di, 12.11.2019, 14:15 - 16:00 Uhr, HS 7
Di, 19.11.2019, 14:15 - 16:00 Uhr, HS 7
Di, 26.11.2019, 14:15 - 16:00 Uhr, HS 7
Di, 03.12.2019, 14:15 - 16:00 Uhr, HS 7
Di, 10.12.2019, 14:15 - 16:00 Uhr, HS 7
Di, 17.12.2019, 14:15 - 16:00 Uhr, HS 7 |
| Inhalt |
This module teaches you how to develop effective strategies for diverse marketing problems. Starting from four first principles of marketing strategy – all customers differ, all customers change, all competitors react, and all resources are limited – we cover a set of frameworks and analysis tools that you can use to make marketing decisions, and discuss the contexts, in which each analysis tool or specific framework is appropriate.
The module combines classical lectures with (analytics) case discussions. You will also be asked to engage in hands-on exercises, in which you apply a range of analytics tools to develop data-driven marketing strategies.
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| Lernziele |
Topic specific knowledge and skills:
You have gained substantial knowledge that allows you to make key marketing decisions, based on data analytics:
1. How to manage customer heterogeneity (e.g., how to use data to identify customers segments)?
2. How to manage customer dynamics (e.g., how to manage and avoid customer churn)?
3. How to create and manage sustainable competitive advantage (e.g., how to fight off attacks)?
4. How to manage resource trade-offs in marketing strategies (e.g., how to allocate the marketing budget wisely)?
5. For points 1. - 4., you will have learned appropriate analytics methods that take you from the data to marketing strategies.
Transferable skills:
1. You are able to apply the concepts and analytic tools from class to real-world case studies and datasets.
2. You are able to clearly articulate your recommended solution to a case problem, and to argue for its appropriateness.
3. You are able to critically evaluate the practical relevance of conceptual frameworks, theories and analytical tools.
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