Program Overview

Wirtschaftsinformatik VIII: Entscheidungsunterst³tzungssysteme im Marketing

Course Description

The course "Wirtschaftsinformatik VIII: Entscheidungsunterst³tzungssysteme im Marketing" is a lecture and exercise course that focuses on the development of decision support systems in marketing. The course is divided into two main parts: the first part introduces the basics of decision support systems, business intelligence, data warehousing, and data mining, while the second part focuses on search engine marketing, keyword advertising, and bid management.

Prerequisites and Organization

The prerequisites for attending this course are basic knowledge of statistics, stochastics, and operations research, as well as prior attendance of the course "EDV". Knowledge of the programming language R is advantageous but will be taught in the exercises. The lecture includes a semester-accompanying programming task that students work on in groups, with assistance provided in the exercises.

Course Content

The course covers the following topics:

• Decision-making process
• Decision support systems and concepts
• Data mining, predictive analytics
• Business intelligence and data warehousing
• Keyword advertising and bid management
• Stochastic simulation
• Game theory: generalized first/second price auction

Recommended Literature

The following literature is recommended for the course:

• Turban E., Aronson J., Liang T., Sharda, R. (2007). Decision Support and Business Intelligence Systems (Vol. 8). Person International Edition
• Burstein F., Holsapple C. W., (2008). Handbook on Decision Support System I/II, Springer
• Jansen, B. J. (2011). Understanding Sponsored Search: Core Elements of Keyword Advertising. Cambridge, University Press
• Edelman, B. and Ostrovsky, M. (2007). Strategic bidder behavior in sponsored search auctions. Decision Support Systems, 43(1):192198
• Edelman, B., Ostrovsky, and Schwarz, M. (2006). Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords. American Economic Review, 97(1):242259
• Skiera, B. and Abou Nabout, N. (2012). PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising. Electronic Commerce Research and Applications, 32(2):213220
• Hosanagar, K. and Abhishek, V. (2010). Optimal Bidding in Multi-Item Multi-Slot Sponsored Search Auctions. Social Science Research Network

Schedule

The course schedule is as follows:

• Monday, 24.04.2017, 10:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 08.05.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 08.05.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 15.05.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 15.05.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 15.05.2017, 10:15 - 11:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 22.05.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 22.05.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 29.05.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 29.05.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 12.06.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 12.06.2017, 10:15 - 11:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 19.06.2017, 16:00 - 20:00, 00 341 HS VII, 1121 - Haus Recht und Wirtschaft II
• Monday, 26.06.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 26.06.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 03.07.2017, 10:00 - 14:00, 00 265 PC-Pool, 1226 - Haus Recht und Wirtschaft I
• Monday, 03.07.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 10.07.2017, 12:15 - 13:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II
• Monday, 10.07.2017, 10:15 - 11:45, 00 311 HS VI, 1121 - Haus Recht und Wirtschaft II