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Content of teaching | In this course various relevant market research questions are addressed, as for example measuring and understanding customer attitudes, preparing strategic decisions and sales forecasting. In order to analyze these questions, students learn to handle social media data, panel data, nested observations and experimental design. To analyze the data, advanced methods, as for example multilevel modeling, structural equation modeling and return on marketing models are taught. Also, problems of causality are addressed in-depth. The lecture is accompanied by a computer-based exercise, in the course of which the methods are applied practically. |
Entryrequirements | In order to attend Marketing Analytics, students are required to have passed the course Market Research. |
Annotation | For further information please contact the Marketing and Sales Research Group (marketing.iism.kit.edu). Exchange students can bypass the requirement of passing Market Research if they can prove that they possess sufficient statistical knowledge based on courses attended at their home institution. This will be examined individually by the Marketing & Sales Research Group. |
Workload | Total workload for 4.5 ECTS: ca. 135 hours |
Aim | Students
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Marketing Analytics
type: | Vorlesung (V) | ||
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semester: | WS 17/18 | ||
time: | 2017-10-18 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-10-25 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-11-08 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-11-15 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-11-22 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-11-29 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-12-06 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-12-13 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2017-12-20 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2018-01-10 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2018-01-17 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2018-01-24 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2018-01-31 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 2018-02-07 09:45 - 11:15 wöchentlich 20.30 SR 2.67 20.30 Kollegiengebäude Mathematik, Englerstr. 2 |
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lecturer: | Prof. Dr. Martin Klarmann | ||
sws: | 2 | ||
lv-no.: | <a target="lvn" href="https://campus.studium.kit.edu/events/lb8vcskgT7m0ujhK4EtmGQ">2572170</a> | ||