040501 VO Foundations of Marketing: Data Analysis for Marketing Decisions (MA) (2024S)

This course is particularly targeted at students of the Master's in Business Administration, who wish to take "Marketing" as a major or minor, as well as at students of the Master's in International Business Administration, who have chosen "Marketing & International Marketing" in the in-depth phase. Students who wish to write their Master thesis in "Marketing" are strongly encouraged to attend.

This course is also open to students from other programs as well as guest students who meet the study requirements. Note that this course can also be complemented by the UK Repetitorium: Data Analysis for Marketing Decisions in practice (DAMDiP – Course 040213) which trains students in analyzing data with hands-on software applications in the Computer Lab.

Sound knowledge of statistics and data analysis is an important requirement for business practice and marketing decisions – more than one would expect! The present course discusses (a) key concepts of statistics and statistical inference (e.g., NHST, Type I and II error, confidence intervals, statistical power, effect sizes) and (b) different methods of data analysis (e.g., t-test, χ2 test, AN(C)OVA, regression analysis) in a series of lectures that combine theory with illustrative, practical examples.

The course does not focus on programming/coding nor it aims to demonstrate how to use a specific statistical software (e.g, R, Excel, SPSS, JMP, Minitab, etc). Instead, it focuses on the logic, the implementation, and the interpretation of statistical data analysis in general – regardless of the pro-gram employed! Students who successfully complete DAMD will be equipped with a solid foundation of quantitative data analysis and be able to effectively understand, interpret, and communicate a wide range of analytical approaches; an essential asset for their professional development and career prospects.

It is recommended that Erasmus students have successfully completed a basic/introductory marketing course at their home university. DAMD is a prerequisite for the Seminar Marketing.

- The course and any material related to it (lectures, readings, exams, etc) is in English.
- Attendance is not mandatory (yet, highly recommended).
- Students must register to the course to get access to the corresponding Moodle page.
- The course consists of on-site lectures that may be combined with online sessions, if necessary.

More information: https://marketing.univie.ac.at/en/teaching/master/