| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
HS201011 |
| Semester |
Herbstsemester 2020 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Di, 27.10.2020, 12:15 - 16:00 Uhr, Online
Di, 27.10.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 03.11.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 03.11.2020, 12:15 - 16:00 Uhr, Online
Di, 10.11.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 10.11.2020, 12:15 - 16:00 Uhr, Online
Di, 17.11.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 17.11.2020, 12:15 - 16:00 Uhr, Online
Di, 24.11.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 24.11.2020, 12:15 - 16:00 Uhr, Online
Di, 01.12.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 01.12.2020, 12:15 - 16:00 Uhr, Online
Di, 15.12.2020, 12:15 - 16:00 Uhr, 3.B55
Di, 15.12.2020, 12:15 - 16:00 Uhr, Online |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
Zoom Live Stream |
| Inhalt |
This module teaches you how to use marketing analytics to develop sustainable competitive advantages in a number of marketing contexts. 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, analysis tools and marketing analytics techniques that you can use to make marketing decisions, and discuss the contexts, in which each tool/ framework/ technique is appropriate. This is a highly interactive course that applies a ‘flipped classroom’ approach: Except for the first week of the course, all theoretical lecture parts will be pre-recorded and made available to students in advance of each lecture session. Students are expected to watch these recordings and complete the assigned readings prior to each session. During each session, we will cover a number of hands-on data analytics applications in the software R, traditional business cases, guest speaker presentations, and a business simulation. |
| 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.
4. You have gained additional experience in a group work environment.
5. You have gained additional experience with presentations in front of an audience.
|
| Voraussetzungen |
While not a strict prerequisite, some familiarity with basic concepts from marketing (such as the 3Cs, 4Ps, STP, etc.) will considerably ease your understanding of the material from start, as we will only cover some of them in greater detail again. If you have never taken a marketing course before, you may wish to consult any standard marketing textbook, e.g., Kotler and Keller (2015): Marketing Management, 15th Edition, Pearson, before the start of this course. In addition, some familiarity with the software R will ease your understanding of the implementation of certain marketing analytics techniques in this course.
|
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from August, 31 to September 25, 2020. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/16800973054 |
| Leistungsnachweis |
exceptional exam date: Group Presentations on Dec 15, 2020 and Business Simulation Session on Dec 1, 2020. Individual Report Submission Deadline: TBA.
***IMPORTANT*** In order to acquire credits, registration via the Uni Portal within 14.09. - 10.11.2020 is REQUIRED.
|
| Abschlussform / Credits |
Class participation (25%); Business Simulation (25%), Group Presentations (25%), Individual Report (25%) / 3 Credits
|
| Hinweise |
As this course includes a group work component, all students are required to register on Uni Portal before the lecture on November 10, 2020. Note that it is solely your responsibility to register for this course on Uni Portal in time, and that NO EXCEPTIONS will be made in case of a missed deadline.
|
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch
TA for this course: Thomas Scheurer (thomas.scheurer@unilu.ch). |
| Literatur |
Palmatier, Robert W. and Sridhar, Shrihari (2017). Marketing Strategy: Based on First Principles and Data Analytics, Palgrave. Additional Readings will be posted in the course outline on OLAT before the first lecture. |