Major Module I
Applied Digital Marketing and Business Analytics - A Case-Based Course
Instructor (lecture): Prof. Dr. Franziska Völckner
Instructor (excercise): Dr. Martin Hirche
Dates & Times as well as further information: see Klips
The course takes place online via Zoom.
This course is being run in cooperation with Simon-Kucher & Partners, the world’s leading consultancy in marketing, pricing, and sales. The course is aimed at students who are interested in finding out what it is like to work as a strategy and marketing consultant. Students will be divided into groups of 3-4 to work on separate cases:
• Digital growth in a foreign market: Strategy for Swiss newspaper provider in Germany
• Keeping up in the increasingly digital health market: How can online pharmacies best leverage upcoming digital opportunities and prepare for upcoming digital threats?
• Collecting data and cashing in: How should carmakers monetize data about locations, drivers’ behavior, app usages, the environment etc. collected in cars?
Working requirements and assessment method
Students are required to work on the assigned case, prepare a presentation of their work (in groups), present it in class, and actively participate in class discussions. Grades will be based on the presentation and subsequent Q&A (oral examination).
A detailed syllabus of the course including seminar topics can be found here.
Registration via KLIPS
Final Presentations (online via Zoom)