Marketing Analytics: A Practical Perspective on the Measurement of Marketing Performance (WS 2018/19)


Course Number
044317

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Seminar

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Friday   single date 19.10.2018  
Saturday   single date 20.10.2018  
Friday   single date 18.01.2019  
Saturday   single date 19.01.2019  

Notice

[Syllabus to this seminar]

The course is given by Dr. Christian Böing (STRATO AG).

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

Contact person: Ricarda Schauerte, M.Sc.

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

Course grade: Written case study elaboration (30 p., group/individual) (50%) | Presentation and discussion of case study solution (30 min.) (40%) | Active participation 10%)
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 password for the course page on Learnweb will be sent to the admitted participants via email.

Additional remark: Since the seminar will contain confidential information about STRATO, we ask all participants to sign a non-disclosure agreement (NDA).

 

Description

CpV, CpO, channel ROI, SEO, LTV trackings – in a data-driven environment, today’s marketers are wading through a jungle of marketing KPIs and analytic tools. In view of that, the seminar focuses on the possibilities and challenges of measuring marketing performance. It will provide a comprehensive overview of various metrics and techniques, and will critically examine their application in the marketing discipline.

Dr. Christian Böing, CEO at STRATO AG and CVO (Chief Venture Officer) at 1&1 Internet SE, will be visiting Muenster to give practical insights on contemporary marketing analytics. He will shed light on STRATO’s KPI-driven marketing strategy, and he will give insights on how to steer and lead a company’s P&L (profit and loss). 1&1 Internet SE is the world’s 3rd largest domain registrar, and STRATO is the 2nd largest hosting company in Germany. STRATO/1&1 offer products that range from domains, email and homepage packages, online storage to servers.

Seminar topics include KPI-driven product management, analyzing the performance of communication channels (above-the-line measures, website management, SEA/SEO, PR and social media), measuring and steering direct sales performance, evaluating CRM, assessing pricing strategies, and implementing company transformation processes.

In groups of three, the participants will work on actual business issues that STRATO is dealing with and are able to discuss their solutions with the CEO.

Lecturers

  • Ricarda Schauerte (accompanying)