The rapid dissemination of the Internet and related services, especially social networks and user-generated content, led to incredible amounts of digital information, better known as big data. This, at the same time, resulted in both, a radical change and new opportunities in marketing.
Analysis of huge amounts of data requires special tools and methods. Industry managers and researchers increasingly embrace technological innovations that make decision-making effective in the context of big data.
Each of the three topics is contained in a separate block, which starts with a lecture covering the theoretical foundations, followed by an applied part. Your learning progress is evaluated by means of assignments, presentations, and a small multiple-choice test at the beginning of each unit covering the material from previous the session.
Although all slides, teaching materials and syllabus are offered in English, the lectures themselves are held exclusively in German. Therefore, basic knowledge of German is required.