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Course Overview
Current Issues: Data-driven Marketing
Contents of the subject
Introduction to data and data-driven marketing
- explain what data-driven marketing is and differentiate between essential terms (e.g. Big Data).
- apply the principles of data-driven marketing to use cases.
- differentiate between external and internal data.
Website data
- apply the basic functions of Google Analytics to a marketing problem.
- analyze a sample dataset with visits, page views, and referral source data.
Search data
- describe the most important metrics for search engine optimization
- Use (Google) keyword tools to identify the most important search terms in a given industry.
- Identify the importance of key performance indicators (KPIs) such as inbound links, PageRank, and domain authority for search engine optimization.
Competitive data
- Describe key metrics of social platforms, such as reach, clicks, retweets, favorites, and shares.
- create a social listening initiative to determine an organization's reach and sentiment
- identify key metrics and functions for social marketing (e.g., Facebook or similar).
Social media analysis
- define key social KPIs and metrics for campaign goals on various platforms.
- understand the pros and cons of sentiment analysis
- attribute conversions to relevant channels and touchpoints.
Email Analytics and Marketing Automation
- Apply key metrics to an email campaign.
- understand and design an A/B test.
- understand the possibilities of Marketing Automation.
Advertising and "Audience buying"
- Understand the importance of "audience buying" in new models of advertising.
- Evaluate the providers of buyer personas such as DoubleClick
Data-driven personas
- Understand the importance of analyzing buyer behavior.
- Can segment customers according to given criteria and derive personas.
Story Telling: From data to insights
- are able to convey the key messages from complex analyses in a short time and to specific target groups.
- They can tell a story with marketing insights from unstructured information and data.
Qualification aims of the subject
ILO 1:
- Students are able to explain what data-driven marketing is and differentiate between essential terms (e.g. Big Data).
- Students understand the importance of analyzing buyer behavior
- Students are able to discuss the pros and cons of various analysis forms.
- Students understand and can explain the possibilities of Marketing Automation
ILO 2:
- Students are able to apply the principles of data-driven marketing to use cases.
- Students are able to apply the basic functions of Google Analytics to a marketing problem
- Students are able to identify and assess important metrics and key indicators
- Students are able to derive marketing insights from data.
ILO 3:
- Students are able to interpret data from sample reports with e.g. visits, page views, and referral source data.
- Students are able to design and execute various types of tests (e.g. A/B test)
- Students can segment customers according to given criteria and derive personas.
Applicability of the subject
This module is the base for consecutive marketing modules in the program: Marketing Analytics, Marketing Project, Master Thesis
Master program: International Marketing Management, Marketing Management
The nature of the examination / requirements for the award of credit points
Written examination (90 minutes, ILO 1-3). The examiners determine the form of the component parts. Repeat exam is an oral examination (ILO 1-3).
Literature and learning resources
- Grigsby, M. (2022): Marketing Analytics: A practical guide to improving consumer insights using data techniques. 3rd edition, KoganPage.
- Heman, C.; Burbary (2018): Digital Marketing Analytics - Making Sense of Consumer Data in a Digital World. 2nd edition, Pearson.
- Sponder, M.; Khan, G.F. (2017): Digital Analytics for Marketing. Taylor & Francis.
Additional information
Type of course unit: compulsory. Assessment methods and criteria: Written examination (90 minutes, ILO 1-3). The examiners determine the form of the component parts. Repeat exam is an oral examination (ILO 1-3).
Name of lecturers: N.N.
Teaching and learning forms
Seminar (Contact time 64 hrs)
Participation requirements
General requirements of the master program
Next events
| lecture, series | Th, 04.04.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 11.04.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 18.04.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 25.04.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 02.05.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 16.05.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 23.05.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 30.05.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 06.06.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 13.06.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 20.06.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 27.06.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 04.07.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |
| lecture, series | Th, 11.07.2024 | 08:00 Uhr | 12:00 Uhr | B 4.42 |