Strategic Marketing (WP)*
Niveau
2. Study cycle, Master
Learning outcomes of the courses/module
The students:
• are able to define possible marketing goals based on a well-founded as-is analysis, which can be derived from corporate goals and are based on the identification of long-term trends and development potential.
• can develop marketing strategies to achieve these goals along the marketing mix factors.
• select the key figures that are relevant for monitoring the achievement of objectives and know how to apply them.
• are able to define possible marketing goals based on a well-founded as-is analysis, which can be derived from corporate goals and are based on the identification of long-term trends and development potential.
• can develop marketing strategies to achieve these goals along the marketing mix factors.
• select the key figures that are relevant for monitoring the achievement of objectives and know how to apply them.
Prerequisites for the course
none
Course content
• Strategy process, consisting of analysis, development, conception and realization
• As-is analysis of the marketing-relevant environment (market, industry, business models) and of marketing in your own company
• Definition of possible marketing goals (among others with the approach of "segmenting, targeting, positioning")
• Development of marketing strategies for goal attainment under marketing strategy aspects
• Key figures on degrees of goal attainment and their monitoring
• As-is analysis of the marketing-relevant environment (market, industry, business models) and of marketing in your own company
• Definition of possible marketing goals (among others with the approach of "segmenting, targeting, positioning")
• Development of marketing strategies for goal attainment under marketing strategy aspects
• Key figures on degrees of goal attainment and their monitoring
Recommended specialist literature
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
Assessment methods and criteria
Online tasks, term paper, presentation, exam
Language
English
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
1