Market & Customer Analysis (WP)*
Niveau
2. Study cycle, Master
Learning outcomes of the courses/module
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.
• 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.
Prerequisites for the course
Specialization in International Marketing Management course of the 1st semester
Course content
• 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
• 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
Recommended specialist literature
• 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)
• 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)
Assessment methods and criteria
Online tasks, term paper, presentation, exam
Language
English
Number of ECTS credits awarded
4
Share of e-learning in %
15
Semester hours per week
3.0
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
09.MV.SIM.2.1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none