In the summerterm 2026 the seminar "Marketing Analytics" deals with data collection via online panels. The focus thereby is on the panelists, i.e. the participants of online surveys.
The seminar will take place in cooperation with gutfeel, a panel provider from Munich. You will examine the current business model of Online Access Panels and develop strategies, to enhance the panelists‘ experience and journey. All is done against the background of enhancing data quality. This includes a survey about the motivation and gain/pain points of the respondents as first insights for further action, as well as the development of a long-term concept to increase the the commitment and loyalty of panelists to the panel provider.
Co-lecturer is Dominik Grauer, Co-founder of gutfeel.
Depending on the participants, the lecture language will be english or german. Regardless, good German language skills are required, since the communication with the panelists will be in German.
Dates:
Regular lectures: Thursday 8:00 a.m. to 9:30 a.m.
Kick-off (attendance absolutely required!): March 26, 2026
The course is limited to 12 participants. Places will be allocated on a first-come, first-served basis. Please register by emailing hariet.koestner@tha.de by March 15, 2026.
- Dozent/in: Hariet Köstner