In recent years, data-based marketing and trade-marketing has swept through the business world. Generating insights through big data is the name of the game. In its wake, measurable performance and accountability have become key to marketing success. In this course we dig deep into the range of business metrics allowing us to evaluate and develop successful marketing and sales strategies.

By the end of this module, you will

- understand the relevance and scope of marketing metrics in a consumer goods context

- be familiar with the leading international data sources in retailing (i.e., retail Nielsen panel data and GfK consumer panel data)

- be able to judge the effectiveness of marketing and retail strategies based on data

- be able to transfer theoretical insights to a concrete practical case study

- develop a proposal for a new product introduction into the retail market

- concisely present the business proposal in English language to a category manager in the retail sector

80% presence in lectures is mandatory

The lecture includes presentations, profound data material based on both real live Nielsen retail panel data and a consumer panel, and workbooks. Live discussions in class, groupwork, and a face-to-face presentation of a business proposal to a manager from the retail industry ensure a high level of personal interaction.

50% group project and presentation

30% exam: individual report

20% homework

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By appointment, please connect with me via christina.holweg@wu.ac.at