Market & Customer Analysis

level of course unit

2. Study cycle, Master

Learning outcomes of course unit

The students:
• can apply the most common strategic analysis tools for customers and markets from a marketing perspective to business cases.
• can interpret operational customer information from the CRM system ("big data").
• can integrate the knowledge gained into business and marketing plans.
• understand the relevance and importance of market research as a source of valuable data for strategic analysis.

prerequisites and co-requisites

Specialization in International Marketing Management course of the 1st semester

course contents

• Application of customer-oriented analysis tools (e.g. ABC analysis, target group analysis, satisfaction analysis, cus-tomer journey) based on case studies/practical examples
• Application of market-oriented analysis tools (e.g. BCG, McKinsey, 5-Forces, Ansoff) on the basis of case stud-ies/practical examples
• Terms and basics of CRM, basics of data analysis for CRM activities
• Techniques of estimating market and customer potential including plausibility checks
• Combining the above analysis tools with findings of conventional market research on customer needs and customer satisfaction
• Integration of the findings into business and marketing plans