Master in Management: Customer Insights and Analytics Concentration
Master in Management / 29. März 2017
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Associate Professor of Marketing
Christian Schulze is Associate Professor of Marketing at the Frankfurt School of Finance & Management. Prior to joining the Frankfurt School in 2012, he was a business consultant with The Boston Consulting Group (BCG). Christian is an expert on digital media and electronic commerce. He has been a visiting researcher at the University of Texas in Austin and at Boston University.


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Marketing: A piece of fruit on a silver laptop. The belief that an energy drink will give you wings. Knowing that a small, mint coloured box wrapped in a white ribbon can bring tons of happiness.

I’m sure you can name all three of the above brands without having to think twice.

Why? Because the marketer is focused on you! Globally successful companies have internalised that a professional marketing approach is essential. It is essential to understand current customer needs, anticipate future customer needs, align company strategy accordingly, and manage these aspects better than competitors.

As a customer-centric view of strategic and operational decisions are key to company success, we offer our students Customer Insights and Analytics Concentration as part of our Master in Management programme.

The concentration includes four modules:

  1. Marketing Strategy
  2. Consumer Behaviour
  3. Marketing Analytics
  4. Digital Marketing

Good Marketing no longer means coining a catchy phrase and hoping for the best. For Master in Management students striving to become successful marketing managers, it is crucial to understand and master the interplay of marketing strategy, numbers-driven decision making, consumer behaviour and state of the art digital marketing techniques.

Marketing Strategy gives you the foundation to understand your target audience right from the point when they are not even aware of who you are, up until when they have experienced your product and it has fulfilled their need. An ongoing simulation game throughout the semester lets you make tough marketing decisions that matter. Experiencing the consequences of your actions first-hand is not only more fun than studying from textbooks; it also prepares you for those real-life situations where your decisions will matter: for your project, for your company, for your career.

The Consumer Behaviour module explores key behavioural and psychological concepts of the consumer and how to analyse them for successful marketing. Knowledge of not only how consumers behave, but why they make certain decisions and act in specific ways is pivotal for effective results. This knowledge combined with consumer trends allows our students to develop and evaluate marketing strategies with the intention of influencing consumer behaviour.

You will then go on to study Marketing Analytics. The times of “Mad Men” making gut-based marketing decisions after drinking a glass of whiskey are long gone. To succeed in marketing, you need number-crunching skills that let you distil insights from available data. Sales data after the product price changed? Consumer responses to your digital advertising campaign? Customer histories detailing their purchases and product returns? Marketing data is everywhere and to win at marketing, you need to learn how to use this information to your advantage. You will gain a thorough understanding of the number-crunching aspects of marketing and explore why marketing models are built and how they reflect the realities of the consumer. The skills you will acquire in this course will give you a head start – when applying for your dream job and throughout your career.

The Digital Marketing course will round off your skill-set. Digital Marketing is a growing part of every company’s marketing budget and will continue to become more important in the future. In this course, you will not only learn about digital marketing instruments, how they work, and how to use them effectively. You will also apply this knowledge when you work on a real-world consulting project, tackling pressing problems of an actual company. This highlight of the concentration allows you to use your theoretical knowledge and practical simulation experience to address real problems. You will receive valuable feedback directly from the company you are working for, which will further prepare you for your marketing career.

Our Customer Insights and Analytics Concentration will prepare you for the realities of marketing in a world where a comprehensive marketing view, consumer behaviour, number-crunching skills and an analytical mindset, and hands-on experiences are more relevant than ever.

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