Marketing Analytics I (vormals "Market Research") (SoSe 2024)

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 09.04.2024- 14.05.2024 Schlossplatz 46, H 1
Wednesday 12:00- 14:00 weekly 10.04.2024- 15.05.2024 Aula am Aasee, Aula am Aasee
Thursday 12:00- 14:00 weekly 11.04.2024- 16.05.2024 Schlossplatz 46, H 1
Friday 12:00- 14:00 weekly 12.04.2024- 17.05.2024 Schlossplatz 46, H 1


Contact person: Nadine Eckel, M.Sc.

This course takes place in the first term of the summer semester. It is part of the module Marketing Analytics (PO BWL 2022) and Quantitative Marketing (PO BWL 2019). The exact schedule of this course can be found here (tba). It will be announced during the first lecture. The course will be offered in presence according to the WWU guidelines.

Course grade: Final exam (100 %)
Please register at the examination office for the early examination period.

Credit points: 3 ECTS (PO BWL 2019/2022)

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 concerning the password will only be answered in the case of subsequent registration.


Executives need concrete and accurate information on which they can base their decisions. Due to the continuous need for market information, the practical importance of collecting relevant data and analyzing it to obtain the information needed to make decisions is increasing. Market research enables the provision of the required information. The course provides insights into the scientific basics of market research. In addition, the different characteristics of market research problems are outlined and the steps of a market research process are explicated. Based on this, exploratory, descriptive, and causal market research designs are presented. For each type of market research design, relevant analysis procedures are explained in detail. The content is presented in the form of a classroom tutorial. In addition, this course is supplemented by online content.

After attending the course, students should be able to conduct market research by themselves. Therefore, special emphasis is placed on the basics of planning, conducting, evaluating, and interpreting market research projects.


  • Nadine Eckel (accompanying)
  • Frederik Ferié (responsible)