Cases in Turnaround Marketing(E)

level of course unit

First circle

Learning outcomes of course unit

Students …
- Realize that there are saturated markets where
formerly successful companies are facing downturn
- Learn about the importance of marketing measures
in company crisis situation
- Learn how to apply the marketing mix instruments
in turnaround situations

prerequisites and co-requisites

Not applicable.

course contents

- Introduction to the theoretical concept of company
crisis and turnaround situation.
- Analyzing the strategical and tactical options to
manage the turnaround.
- Working on different case studies concerning
turnaround marketing.

recommended or required reading

Cases and handouts from journals, books and magazines.

assessment methods and criteria

Participation in group work, quality of group presentation
(content, style), participation in task discussion.

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Lecture, group work, presentation, task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Uwe Heil

year of study

First Cycle

recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

Not applicable.

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