Display language
To modulepage Generate PDF

#70363 / #3

WS 2019/20 - WiSe 2023/24

German

Online Marketing- Datenerhebung und -management
Online Marketing- Data collection and management

6

Talke, Katrin

benotet

Portfolioprüfung

Zugehörigkeit


Fakultät VII

Institut für Betriebswirtschaftslehre

37321400 FG Marketing

Betriebswirtschaftslehre

Kontakt


H 95

Frermann, Mona

No information

Learning Outcomes

The collection, processing and refinement of data becomes a relevant competitive factor. The digitalization of more and more processes and areas of life leads to an immense production of data. Companies are currently learning how to use this data sensibly and in accordance with data protection requirements. The aim of the course is to sensitize students to the possibilities of collecting and using data in marketing. Based on current data-driven marketing issues, students jointly analyze how customer data is used in different industries. Here, they get to know different application scenarios. In addition to the development of strategic concepts, the concrete software-technical implementation of measures is also conveyed. By working in teams with different expertise, experience and skills, students can also improve their team and communication skills.

Content

This event deals with strategic and operational issues of data-driven marketing. It addition, problems of data protection-compliant implementation of these concepts are discussed. Various data collection and evaluation techniques are applied in a practical manner in order to subsequently derive meaningful instructions for action. The event consists of block dates and group work phases.

Module Components

Pflichtgruppe:

All Courses are mandatory.

Course NameTypeNumberCycleLanguageSWSVZ
Online Marketing - Datenerhebung und -managementIV3832 L 9816SoSeGerman4

Workload and Credit Points

Online Marketing - Datenerhebung und -management (IV):

Workload descriptionMultiplierHoursTotal
Class attendance15.04.0h60.0h
Class preparation and follow-up15.08.0h120.0h
180.0h(~6 LP)
The Workload of the module sums up to 180.0 Hours. Therefore the module contains 6 Credits.

Description of Teaching and Learning Methods

- cf. teaching contents -

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

There are no prerequisites for the participation in this module.

Mandatory requirements for the module test application:

This module has no requirements.

Module completion

Grading

graded

Type of exam

Portfolio examination

Type of portfolio examination

100 Punkte insgesamt

Language

German

Test elements

NamePointsCategorieDuration/Extent
Presentation25oral15 minutes
Report25written15 pages
Written examination50written60 minutes

Grading scale

Notenschlüssel »Notenschlüssel 4: Fak I, Fak VII«

Gesamtpunktzahl1.01.31.72.02.32.73.03.33.74.0
100.0pt90.0pt85.0pt80.0pt76.0pt72.0pt67.0pt63.0pt59.0pt54.0pt50.0pt

Test description (Module completion)

The portfolio examination consists of the following elements, adding up to a maximum of 100 credits. The grading follows the joint conversion key of the School of Economics and Management (decision of the school's council dated May 28, 2014 - FKR VII-4/8-28.05.2014).

Duration of the Module

The following number of semesters is estimated for taking and completing the module:
1 Semester.

This module may be commenced in the following semesters:
Sommersemester.

Maximum Number of Participants

The maximum capacity of students is 25.

Registration Procedures

For information on registration please visit marketing.tu-berlin.de.

Recommended reading, Lecture notes

Lecture notes

Availability:  unavailable

 

Electronical lecture notes

Availability:  available

 

Literature

Recommended literature
Braun, G. & Schwarz, T. (2015). Leitfaden Data Driven Marketing - Mehr verkaufen mit Smart Data. 1. Aufl. marketing-BÖRSE GmbH
Gupta, S. & Lehman, R.L. (2010). Managing Customers as Investment. Person Eduction Inc.
Kumar, V. & Reinartz, W. (2018). Customer Relationship Management - Concept, Strategy, and Tools. 3. Aufl. Springer.
Laudon, K.C. & Travor, C.G. (2004). E-Commerce: Business, Technology, Society. Pearson Education Inc.
Schwarz, T. (2015). Big Data im Marketing: Chancen und Möglichkeiten für eine effektive Kundenansprache. 1. Aufl. Hauffe-Lexware: Freiburg
Schwarz, T. (2017). Leitfaden Personalisierte Dialoge. 1. Aufl. marketing-BÖRSE GmbH
Teixeira, T. S. & Brown, M. (2016). Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers. Harvard Business School Case 516-108

Assigned Degree Programs


This module is used in the following Degree Programs (new System):

Studiengang / StuPOStuPOsVerwendungenErste VerwendungLetzte Verwendung
Wirtschaftsingenieurwesen (B. Sc.)19WS 2019/20WiSe 2023/24

Miscellaneous

No information