290442 PS Geomarketing (2023S)

Numerous management and marketing decisions have a spatial dimension. For this reason geographic information systems and spatial analysis are increasingly used to support managerial decision making. The implementations of different techniques in support of spatial decision making can be summarized as Business Geographics.
Therefore the intention of the course is to provide an extensive insight into the tasks of spatial analysis for marketing and their special features. In addition to an introduction to the terms and definitions associated with Business Geographics the research and manipulation of data, the different methods of spatial analysis as well as the presentation of the analysis results focal points of the course. As a result of the realization of sub-projects and an overall project course participants will be able to comprehend spatial questions appearing in marketing, to transfer this questions into the "world of geoinformation" and to conceive, realize and present adequate analysis projects.