MSc Seminar | Marketing Analytics and Data-Driven Business Strategies (WiSe 2026/27)

Notice

The course is given by Prof. Dr. Christian Böing (accompio GmbH).

Contact person: Konstantin Müller

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.), active participation (50%)
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 i.a. accompio GmbH, 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 KPIs. In view of that, the seminar focuses on the possibilities and challenges of making data-informed business decisions. Participants will be able to get insights on how managers can implement and pursue business strategies by identifying and steering with suitable KPIs. The seminar will provide a comprehensive overview of various metrics and techniques, and will critically examine their application in the marketing and management discipline.

Prof. Dr. Christian Böing, inter alia Group CEO at accompio Group, former Group CEO at Contabo GmbH, CEO of OXG Glasfaser GmbH and STRATO AG and Deputy CEO of the IONOS Group (as well as Chief Venture Officer and Chief Sales & Marketing Officer), will be visiting Muenster to give practical insights on contemporary marketing analytics. He will shed light on KPI-driven marketing strategies, and he will give insights on how to steer and lead a company’s P&L (profit and loss).

Examples of seminar topics include data-driven product management, performance analysis of communication channels (above-the-line, website management, SEO/SEA, PR, and social media), direct sales management, evaluation of brand management strategies, and challenges in the transformation to a data-driven company.

Lecturers

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