Marketing Analytics II (vormals "Marketing Operations") (SoSe 2023)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Tuesday 14:00- 16:00 weekly 23.05.2023- 11.07.2023 Schlossplatz 46, H 1
Wednesday 12:00- 14:00 weekly 24.05.2023- 12.07.2023 Aula am Aasee, Aula am Aasee
Friday 10:00- 12:00 weekly 26.05.2023- 14.07.2023 Schlossplatz 46, H 1
Friday 10:00- 12:00 single date 30.06.2023 Aula am Aasee, Aula am Aasee


Detailed course outline. (tba)

Contact person: Felix Lehmkuhle, M.Sc.

This course takes place in the second term of the summer semester.
The first Lecture will take place on (tba).

Marketing Analytics II is part of the module Marketing Analytics (PO BWL 2022) and Quantitative Marketing (PO BWL 2019).

Course grade: Final exam (100 %)
Please register at the examination office for the regular examination period.
Credit points: 3 ECTS

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 Learnweb course remains open until the first lecture, so that enrollment without a password is possible. The password is set afterwards and the course is thus closed. The lecture materials will be released after the closing. E-mail and telephone inquiries about the password will only be answered in the case of subsequent registration.


  • A copy folder with auxiliary reading material is available at Heribert Meffert Library and will be electronically available on Learnweb.
  • The date of the exam will determined and announced by the Prüfungsamt only.
  • The exam Marketing Analytics II will be written in English.
  • You can bring a pocket calculator and an uncommented dictionary to the exam.
  • No formulary is provided in the Marketing Operations exam.
  • There will be 60 points in the Marketing Operations exam.
  • Individual enquiries regarding contents of the exam will not be answered.
  • All sessions (also lectures by guest speakers and practice cases) are relevant for the exam.


Good decision making should be based on a thorough evaluation of competing decision alternatives. In order to succeed in today´s fast moving and data-rich decision environments, business leaders must understand the art and science of decision making and transfer the implications into practice. ‘Marketing Analytics II’ helps to transform data into information, which allow for insights into causal structures, the strength of effects, and improved marketing decisions. The result is a better outcome and thus, increased Return on Marketing.


  • Professor Dr. Manfred Krafft (responsible)
  • Dr. Felix Lehmkuhle (accompanying)