Guest Lectures About the Potential of Marketing Analytics for Practice And Research

After two years of remote lectures, the Chair of Marketing Management (IfM) finally able to welcome two exciting guest lecturers as part of the bachelor course “Marketing Operations” in class again.

On July 5, Dr. Juliana Huppertz visited Münster to talk about “Measuring Marketing Performance with Data Science” and shared her key learnings of her experiences as a Data Scientist at AboutYou and Douglas. In her talk, Ms. Huppertz focused on Marketing Mix Modelling, Marketing Attribution Modelling and Experiments – all topics that have a close connection to the lecture content. The fact that the lecture was met with great interest is reflected in the many questions asked by students both during and after the lecture.

Only three days later, we were pleased to welcome Dr. Jochen Hartmann (Assistant Professor at the University of Groningen) for our second guest lecture. He also devoted his presentation to the latest methodological approaches and presented his paper "The Power of Brand Selfies" which is published in the Journal of Marketing Research (A+). Due to the very interactive lecture style, Mr. Hartmann was able to explain complex methodological approaches in a comprehensible way, which was very well received by the students. Later that day Mr. Hartmann took the opportunity to receive feedback from MCM scholars on one of his current research projects (“Multi-modal story telling: Raising curiosity in digital advertising”) by presenting his work during an MCM BrownBag.

We thank Dr. Juliana Huppertz and Dr. Jochen Hartmann once again for the inspiring insights and hope to welcome both again next year.