International Business Studies FT
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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

recommended or required reading

• Cheverton, Peter: Key Marketing Skills: A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success. Kogan Page (latest edition)
• Kumar, V; Reinartz, Werner: Customer Relationship Management. Springer (latest edition)
• McGrath, James; Bates, Bob: The little book of big management theories. Pearson (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

assessment methods and criteria

Online tasks, term paper, presentation, exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery

Compulsory elective

work placement(s)