Lecturer: Prof. Dr. Maik Hammerschmidt

Teaching Assistant:

• Lisa Rüger, M.Sc.

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Time & Location:

Lecture: Thursdays, 12:15 – 13:45

Room: ZHG 104

Start: Thursday 05.11.2026

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Examination:

Written Exam: 90 Minutes (6 CP)



Date:

Date: Thursday, 04.03.2027, 12:15 - 13:45 Uhr

Room: ZHG 011



Required Examination:

Students are expected to demonstrate conceptual and analytical knowledge for measuring the performance of marketing decision-making as well as proficiency in applying methods for the financial valuation of customer relationships and brands.

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Prerequisites:

No formal Admission Prerequisites.

Knowledge of the course „Marketing" is highly recommended.

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Learning outcomes/core skills:

Upon successful completion of this course, students will be able to measure, evaluate, and manage the financial contribution of customer relationship and brand management activities. They will learn to critically apply both established and innovative methods for assessing customer and brand equity. Furthermore, they will understand how to identify, extract, and utilize relevant data to apply these analytical methods.

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Contents of the lecture:

The course starts by building a solid understanding of the growing importance of investments in intangible assets such as customer relationships and brands, and of the central role marketing plays in the data-driven analysis of their financial value contribution (Customer and Brand Analytics). Students will explore how marketing accountability can be enhanced through effectively embedding Customer and Brand Analytics within the organization.
The course then introduces key tools for generating strategically relevant insights for customer and brand analysis. Students will learn how to leverage both external data sources (e.g., social listening, signal scouting, scenario analyses) and internal data sources (e.g., resources and capabilities assessment, strategic fit analyses) to support evidence-based marketing decisions.
The second part of the lecture focuses on quantitative methods for valuating customers and brands. Students will learn how to assess the financial contribution of customer relationships by calculating customer lifetime value for individual customers and customer equity for the entire customer base, as well as how to predict future customer value trajectories using predictive analytics. In the section on brand valuation, students will be introduced to approaches that evaluate brands from both a customer perspective (customer-based brand equity) and a financial perspective (financial brand equity) as well as approaches that combine both like the Brand Equity Valuation for Accounting (BEVA) model.

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Suggested Literature:

• Bauer, H. H., Stokburger, G., & Hammerschmidt, M. (2006). Marketing Performance, Wiesbaden: Gabler.


• Palmatier, R. W., Petersen, J. A., & Germann, F. (2022). Marketing Analytics: Based on First Principles. London: Bloomsbury Academic


• Wetzel, H., Hammerschmidt, M., & Zablah, A. (2014). Gratitude versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization. Journal of Marketing, 78 (2), 1-19.


• Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing Performance Outcomes in Marketing. Journal of Marketing, 80 (2), 1–20.