The Department of Marketing Management hosted two marketing research experts from market research institute GfK SE in May 2015.
Mr Norbert Wirth, GfK SE’s Global Head of Data and Sciences based in London, presented a lecture on the role of smart data in the world we live in, and how social media and other data sources transform market research. Mr Alexander Riemer, Data Scientist from GfK SE and based in Nuremburg, presented a workshop that focused on cutting-edge topics in the field of marketing research, including sentiment analysis, machine learning, the programming language R and its many features and applications, as well as web scraping.
The two-day contact session provided the 24 MPhil Marketing Research students with innovative marketing research insights and skills that truly set them apart from the rest.
The MPhil Marketing Research programme is presented by the Department of Marketing Management in collaboration with GfK Verein. GfK Verein is a non-profit organisation that primarily focuses on nurturing marketing research across the world. The organisation is also a majority stakeholder in GfK SE, one of the world's largest marketing research firms. The programme is managed by Prof Danie Petzer with the support of Dr Andreas Neus, who is the Head of University Cooperation at GfK Verein.
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