Market & Customer Analysis (WP)*
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• expand their methodological and analytical competence.
• understand digital and current market trends.
• apply the most common strategic analysis tools for customers and markets from a marketing perspective to business cases.
• correctly interpret operational customer information from the CRM system ("big data").
• integrate the insights gained into business and marketing plans.
• understand the relevance and importance of market research as a source of valuable data for strategic analyses.
• expand their methodological and analytical competence.
• understand digital and current market trends.
• apply the most common strategic analysis tools for customers and markets from a marketing perspective to business cases.
• correctly interpret operational customer information from the CRM system ("big data").
• integrate the insights gained into business and marketing plans.
• understand the relevance and importance of market research as a source of valuable data for strategic analyses.
Prerequisites for the course
-
Course content
• Application of customer-oriented analysis tools (e.g., ABC analysis, target group analysis, satisfaction analysis, customer journey) using case examples/practical examples
• Application of market-oriented analysis tools (e.g., BCG, McKinsey, 5 Forces, Ansoff) using case examples/practical examples
• Terms and fundamentals of CRM, principles of data analysis for CRM activities
• Techniques for estimating market and customer potential, including plausibility checks
• Combining the above-mentioned analysis tools with findings from conventional market research on customer needs and customer satisfaction
• Integrating the findings into business and marketing plans
• Application of market-oriented analysis tools (e.g., BCG, McKinsey, 5 Forces, Ansoff) using case examples/practical examples
• Terms and fundamentals of CRM, principles of data analysis for CRM activities
• Techniques for estimating market and customer potential, including plausibility checks
• Combining the above-mentioned analysis tools with findings from conventional market research on customer needs and customer satisfaction
• Integrating the findings into business and marketing plans
Recommended specialist literature
• Aaker, D. A., & McLoughlin, D.: Strategic market management: global perspectives. Wiley (latest edition).
• Aaker, D. A., Kumar, V., Leone, R. P. & Day, G. S.: Marketing Research. 10th edition. Wiley (latest edition).
• Bryman, A. & Bell, E.: Business Research Methods. Oxford University Press (latest edition).
• Malhotra, N. K., Birks, D. F. & Wills, P.: Marketing Research: An Applied Approach. 4th edition. Pearson (latest edition).
• Shiu, E., Hair, J., Bush, R. & Ortinau, D.: Marketing Research. McGraw-Hill Education, Maidenhead (latest edition).
• 1-2 current journal articles (e.g., American Marketing Journal, Marketing Review St. Gallen, etc.)
• Aaker, D. A., Kumar, V., Leone, R. P. & Day, G. S.: Marketing Research. 10th edition. Wiley (latest edition).
• Bryman, A. & Bell, E.: Business Research Methods. Oxford University Press (latest edition).
• Malhotra, N. K., Birks, D. F. & Wills, P.: Marketing Research: An Applied Approach. 4th edition. Pearson (latest edition).
• Shiu, E., Hair, J., Bush, R. & Ortinau, D.: Marketing Research. McGraw-Hill Education, Maidenhead (latest edition).
• 1-2 current journal articles (e.g., American Marketing Journal, Marketing Review St. Gallen, etc.)
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
2