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Major Module I

Applied Digital Marketing and Business Analytics - A Case-Based Course 

Course (14266.0105)

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.

Content

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).

Further information

A detailed syllabus of the course including seminar topics can be found here.

Important Dates

 

Registration via KLIPS
Registration for the seminar is possible via KLIPS in the second registration phase (5.-24.03.2021).

22.04.2021
10am - 3pm

Kickoff
Briefing and assignment to student teams (online via Zoom)

12.05.2021
full day

 

Interim Session
Project plan discussion and guidance on methodological issues (online via Zoom)

09.06.2021
full day

Interim Session
Interim discussion of case solution approach with opportunity to practice the final presentation (online via Zoom)

18.06.2021
full day

Final Presentations (online via Zoom)