The course builds upon methods and tools introduced in Business Analytics 1. It deepens the skills of the students by applying the tools to problems within the Marketing area. Beginning with basic data handling skills and progressing through statistical  methods, students get to understand the complexity of business decisions and dependencies between different stages of forecasting and planning processes. Students have to apply the tools to integrated real-world cases covering all topics included in the course. In this context, identification of input factors and underlying assumptions as well as correct interpretation of results are of high importance. Topics include:

1.    Introduction to Marketing and Marketing Research
2.    Basic Data Handling
3.    Basic Data Processing
4.    Data visualization
5.    Hypothesis Tests
6.    Analysis of Variance
7.    Regression Models
8.    Exploratory Factor Analysis

 Attendance requirement is met if a student is present for at least 80% of the lectures.

The course is taught using a combination of lectures, class discussions, in-class assignments and practical application of the tools and methods to an integrated case study and other examples.