Marketing in the Age of Big Data (SS 2018)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Friday 09:45- 13:00 single date 13.07.2018  
Friday 10:00- 19:00 single date 14.09.2018  
Saturday 11:00- 16:30 single date 15.09.2018  


[Syllabus to this seminar]

The course is given by Dr. Raoul V. Kübler.

Contact person: Kai Manke, M.Sc.

This course takes place at the MCM, room 006 (1st floor). 

The course is part of the module ”Seminar Marketing I/II”.

Course grade: Analysis of a dataset (group work) (35%) | Seminar work (individually) (35%) | Presentation and discussion (individually) (30%)
Please register at the examination office for the early examination period.

Credit points: 12 ECTS (BWL PO 2010)

Applications for the seminar are to be made via the general MCM application process for seminars.

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.


The seminar intends to introduce students to the latest developments in marketing with a strong emphasis on big data analytics. Students shall acquire hands on experience by applying machine learning algorithms to customer data to understand and learn how such algorithms can help managers making better marketing decisions. Topics will cover fields such as customer segmentation, targeting, customer referral, dynamic pricing, sentiment and network analysis.


  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
  • Kai Manke (accompanying)