The importance of customer knowledge for digital marketing

Do, 03.03.2022, 15-16 Uhr

Probevorlesung M.A. Internationales Marketing und Medienmanagement mit Prof. Dr. habil Roland Burkholz

Online via Zoom

The concept of "Buying Insights" tries to understand buying decisions and to generate customers in the target segment by defining "buyers and personas". Knowledge about the customer's wishes and behaviour (customer knowledge) is thus an essential success factor for successful inbound and content marketing and ensures the improvement of the "customer experience". Prof. Dr. habil. Burkholz will give an introduction to this exciting area of digital marketing. After the lecture you will have the opportunity to ask your questions.

Participation is free of charge and without obligation. Registration at: online-lectures (at)

Find all our Winter Lectures here.