Lecturer: Prof. Dr. Edith Rüger-Muck
Strategic marketing is a key for entrepreneurial success, especially in the wine industry since wine offers emotional utility. Concepts, best practices, and techniques from planning and coordination of marketing functions, marketing policies, and the analysis of marketing administration build therefore the core of the module. In this module, strategic marketing is especially looked at in a global setting.
Furthermore, this course will teach students on quantitative techniques for making marketing decisions. Univariate and multivariate statistical methods are applied to secondary and primary data to find descriptive and causal relations among different variables. Building upon the basic marketing research, this course introduces advanced statistical techniques to analyze marketing data. The topics include frequency distribution, cross-tabulation and hypothesis testing, methods such as e.g. multiple regression analysis, logistic regression analysis, factor analysis, and conjoint analysis. In addition, other contemporary research techniques and tools are addressed such as for example implicit measurement methods.