User-Generated Content from Social Media: Marketing's Access Point to the Consumer's mind? (SS 2019)

Course Number

Field(s) of Study

University Calendar


Course Language

Course schedule

Day Time Frequency Date Room
Friday 10:00- 21:45 single date 26.04.2019 Krummer Timpen 5, ULB 1
Saturday 09:45- 16:30 single date 27.04.2019 Krummer Timpen 5, ULB 101


Syllabus to this seminar.

Contact person: JunProf. Dr. Raoul Kübler

This course takes place during during the first term of the semester.

Kick‐off Meeting: February 01, 2019 (see syllabus)

Allocation of topics: February 05, 2019 (see syllabus)

Further dates: see syllabus

Please register at the examination office (early registration period).

Credit points: 12 ECTS (PO BWL 2010)

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.


In this seminar you will learn how to identify potential sources of information, how to evaluate their value from a marketer’s perspective, how to access content online, how to process and measure content with the help of innovative methodologies such as e.g. machine learning and dictionary based sentiment analysis, latent dirichlet allocation topic models, and social media data. Finally you will learn how to integrate content into state of the art- marketing performance measurement models understanding how user-generated content and common marketing metrics such as e.g. brand equity, sales or customer satisfaction come together.


  • Kai Manke (accompanying)
  • Prof. Dr. Raoul Kübler (responsible)