Lecturer: Prof. Dr. Yasemin Boztug

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Teaching Assistant: Chiara Pfeiffer

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Target group: Bachelor BWL, VWL, VWL alt, WInfo, WiPäd

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Time and Place:

• Lecture: Thurdays, 10:15 – 11:45 AM (Start: 23.04.2026)
  
• Room: ZHG 101
  
• Exercise:
  
  Tuesdays, 2:15 – 3:45 PM, MZG 5.111
  
  Tuesdays, 4:15 – 5:45 Uhr, MZG 5.111
  
  It is only necessary to attend one of the two exercise sessions.
  

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Required Examination:

Written exam: 90 minutes - 6 credits

Exam date:

Date: 30.07.2026

Time: 10:15 – 11:45 AM

Room: ZHG008

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Learning outcomes/core skills:

Students are introduced to data-driven analysis in marketing. The objective of the course is to acquire the following knowledge and skills:

• Planning and design of marketing-related research studies


• Conducting appropriate data collection in a marketing context (qualitative and quantitative)


• Evaluation of data quality


• Preparation, transformation, and processing of data for analytical purposes


• Interpretation and use of analytical results to support well-informed marketing decisions

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Course Content

• Introduction to data-driven analysis in marketing


• Fundamentals of data collection


• Preparation of data for subsequent analysis


• Application of methods using practical, data-based case studies