The market for e-bikes is in an exciting growth phase. On February 15, Dr. Philip Köhler visited us and explained how Bosch operates in this growing market. In his guest lecture "From Start-up to Market Leader: How Market Research Helps Making Better Decisions," he provided insights into Bosch's strategic orientation in the European market. In addition, he showed how analytics can be used to enrich important management decisions in the areas of the "4 Ps" pricing, promotion, product, and place.
Due to the high overlap with the newly taught methods such as regression analysis, Choice-Based Conjoint and Data Scraping, the students were able to transfer the talk's insights to their own projects. On behalf of the chair team and the students, the Chair of Digital Marketing would like to take this opportunity to thank Dr. Philip Köhler for the exciting insights!