FWP Marketing Analytics and Data-Driven Marketing (4 SWS/4 ECTS)

FWP Marketing Analytics and Data-Driven Marketing (4 SWS/4 ECTS)

Data Science and Marketing Management are two key success factors for companies to assert themselves in times of rapidly changing economic cycles and to differentiate themselves from competitors. The ability to automatically analyze structured and unstructured data and derive actionable insights can often be the crucial economic delta for enhancing corporate success.

The focus of this course is on the application of fundamental concepts and methods of machine learning to address challenges and problems in the analysis and prediction of customer behavior and interaction based on data from non-public corporate data and public social media data. Selected techniques and algorithms will be taught and applied to address specific problems.

Projects will be assigned to teams of 2-3 students. The results will be pitched in a team presentation at the end of the semester and complemented by a written exposition. Data analyses and algorithms can be carried out in the state-of-the-art language for machine learning Python. Depending on your existing know-how in Python I intend to crash-refresh resp. crash-introduce Python down the semester.