Marketing
Prof. Dr. Reinhold Decker
Brief Description
The availability of ever-growing amounts of data has a significant impact on marketing decisions today. Consumers leave behind marketing-relevant data both actively and passively, enabling the analysis of their behavior, attitudes, and intentions. Marketing strategies are increasingly derived from the results of complex analyses. As a result, the expectations for future marketing experts are rising, particularly in their ability to extract valuable insights from large, unstructured, and complex datasets.
The goal of the course "Marketing and Data Science" is to introduce methods and techniques of data mining and demonstrate their functionality through various marketing and market research case studies. A key focus is on classification methods from the field of machine learning. Additionally, the course covers techniques for extracting and processing unstructured data in the context of web mining. Furthermore, students will learn how to apply the presented methods independently using freely available software.
Structure of the lecture / Literature
The outline and literature overview for the SoSe 2025 is available via the Lernraum of the course.
Course materials / Exam Dates
- The course materials can be found in the Lernraum of the course.
- Exam dates can be found on the semester overview page.
- Information on exam review and the related online registration form can be accessed via this link.