Bachelor

• Determinants and outcomes of customer behavior
• Basics of online marketing research
• Data collection in the internet and observation methods
• Data preparation of web-based data  
• Data analytics of web-based data (performance indicators, statistics and methods)
• Application examples in (digital) marketing

The marketing of sport offerings in the context of doing sports (e.g. gym, online gym, sport club) and in the context of sport consumption (e.g. professional sport clubs, sport events) as well as the basics of sport sponsoring will be presented. Sele

• Selected brand management issues
• Problemsolving in small groups
• Presentation technics

• Selected problems in the context of e-commerce and/or digital marketing
• Problem solving in group work, supported by regular milestone meetings
• Presentation and defense of derived solutions

Selected aspects of sport and health marketing (e.g. positioning of a sport brand, communication, event creation) are applied in a project.

• Methodological Introduction, theoretical framework of consumer behaviour
• Involvement /Activation
• Feelings / Emotions
• Knowledge / Cognition
• Motivation / Needs
• Attitudes
• Values
• Lifestyles
• Neuromarketing
• Heuristics

Im Rahmen des Kurses werden die Grundlagen der identitätsbasierten Markenpositionierung konzeptionell vermittelt und anhand von Fallstudien vertiefend behandelt.

• Focus and functions of Market Research
• Data collection
• Statistical evaluation
• Sales forecasts

• E-Commerce business models and strategies
• E-Commerce websites, online security and payment systems
• Trust and privacy issues
• Search engine advertising (SEA) and strategies for optimizing search engine advertising (SEO), display advertising
• Targeting and personalization
• Social media marketing and social listening

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Regression techniques as central instrument of statistical modelling will be covered. An overview on the potential of the various regression-based approaches for data modeling will be given.

The basic methods of empirical marketing research (e.g. preparation of data sets, descriptive statistics, tests of significance, factor analysis, regression analysis) will be learned with the statistic program SPSS.