|Lecturer||Prof. Dr. Florian Stahl|
|Contact person||Leonie Gehrmann|
|Course Format||Lecture and Exercise|
|Credit Points||6 ECTS|
|Hours per Week||4|
|Registration||no registration required|
|Accepted Participants||Mannheim Master in Management, Mannheim Master in Business Research (MMBR), M.A. Culture and Economy / Business, M.Sc. Business Education, M.Sc. Business Informatics, M.Sc. Business Mathematics, M.Sc. Economics, Diplom Business Administration|
Companies are currently spending millions of dollars on data-gathering initiatives, but few are successfully capitalizing on all this data to generate revenue and increase profit. Converting data into increased business performance requires the ability to extract insights from data through analytics.
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI) of marketing efforts. With a profound understanding of marketing analytics, marketers will be more efficient and will improve the performance of their marketing actions and minimize wasted marketing dollars.
This course covers the three pillars of analytics – descriptive, predictive and prescriptive – within the marketing context. Students will be exposed to several methods such as linear regression, logistic regression, multinomial regression and machine learning methods (e.g., neural networks and Support Vector Machines). We will learn how to employ these methods for managerial decisions such as demand forecasting, pricing, and valuing customers.
Overall, students will develop a data analytics mindset, learn new tools, and understand how to convert numbers into actionable insights.
The lectures on “Marketing Analytics” cover the following topics:
Introduction in Marketing and Marketing Analytics
Consumer and Customer Analytics: Analyzing and Predicting Individual-level Preferences and Brand Choice
Market Analytics: Analyzing and Predicting Aggregated Demand and Competition
Marketing Management: Increasing Efficiency of Marketing and Competitive Advantage through Analytics
Marking Strategy: Increasing Efficiency of Marketing Instruments
|Schedule||Please refer to the latest information on Portal2 and ILIAS|