Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Friday | 11/27/20 | 08:00 AM - 07:00 PM | Online-Einheit |
Saturday | 11/28/20 | 08:00 AM - 05:30 PM | Online-Einheit |
Monday | 11/30/20 | 02:00 PM - 08:30 PM | Online-Einheit |
- Rotation mode: The attendance time of the course is divided between two or more student groups so that the lecturer holds all units, but changing student groups are present in the classroom. The students themselves work on the content that cannot be dealt with in class.
One-to-One and Behavioural Marketing are key disciplines in modern marketing. They put the customer at the centre of communication.
Derived from dialogue marketing, dynamic and highly personalized communication poses challenges for many companies. A sound knowledge of how to handle data, but also a rethinking of business processes is a prerequisite for one-to-one marketing. No matter if there are a few hundred or a million recipients of the messages, the basic requirement is a profound knowledge of marketing automation.
In this course you will learn the basic strategies and data technology requirements for successful marketing automation. Demonstrated with successful implementation examples.
- Understanding of the most important data-basics for marketing automation
- Functionality of marketing automation in B2C and B2B environments
- Ideas for successful implementations
- Understanding of critical business processes in the area of tension between technology & marketing
- Multichannel concepts and integration of marketing automation into daily business
The course is taught using a combination of interactive lectures, class discussions, and student presentations.
Weights for each grading component used to compute your final grade:
- Written examination: 40%
- Small group presentation: 30%
- Individual elaboration: 30%
Grading scheme:
90-100: 1.0
80-89: 2.0
70-79: 3.0
60-69: 4.0
Below 60: 5.0
I am happy to answer your questions so feel free to send me a short email if you would like to talk to me in person. I will also try to be available in the classroom after each class or during the breaks of each class. Please do not expect that I answer long emails with numerous questions to topics of the class! It is usually much more productive to personally meet and discuss your questions.
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