Market & Customer Analysis (WP)*

2. Study cycle, Master

The students: • can apply the most common strategic analysis tools for customers and markets from a marketing perspective to business cases. • can interpret operational customer information from the CRM system ("big data"). • can integrate the knowledge gained into business and marketing plans. • understand the relevance and importance of market research as a source of valuable data for strategic analysis.

Specialization in International Marketing Management course of the 1st semester

• Application of customer-oriented analysis tools (e.g. ABC analysis, target group analysis, satisfaction analysis, cus-tomer journey) based on case studies/practical examples • Application of market-oriented analysis tools (e.g. BCG, McKinsey, 5-Forces, Ansoff) on the basis of case stud-ies/practical examples • Terms and basics of CRM, basics of data analysis for CRM activities • Techniques of estimating market and customer potential including plausibility checks • Combining the above analysis tools with findings of conventional market research on customer needs and customer satisfaction • Integration of the findings into business and marketing plans

• Cheverton, Peter: Key Marketing Skills: A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success. Kogan Page (latest edition) • Kumar, V; Reinartz, Werner: Customer Relationship Management. Springer (latest edition) • McGrath, James; Bates, Bob: The little book of big management theories. Pearson (latest edition) • 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

Online tasks, term paper, presentation, exam

English

4

15

3.0

Blended Learning

2

Prof. (FH) Dr. Peter Dietrich

09.MV.SIM.2.1

integrated lecture

Compulsory

none