Marketing & Communication Management PT
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Strategic Marketing & Marketing Planning

level of course unit


Learning outcomes of course unit

The course Strategic Marketing and Marketing Planning concentrates on preparing students for the advanced modules of their studies. The students are familiar with the entire range of marketing instruments and how they can be used in marketing practice. They understand which marketing theories underlie the marketing process and strategic instruments.
The students understand strategic marketing considerations and have a basic understanding of entrepreneurial thinking.

prerequisites and co-requisites


course contents

The course Strategic Marketing and Marketing Planning addresses basic concepts, theories and concepts in the eLearning modules, and these are further deepened in the classroom course. The students learn to understand the basic concepts of marketing such as needs, desires, demand, benefit promises and through the inclusion of the STM Models (Segmentation, Targeting & Positioning Model) the marketing management process becomes an understandable cycle. For an optimal

basis, the marketing mix and the customer journey are also used as central instruments. Once the fundamentals have been worked out, the position of marketing in strategic planning is examined in more detail. Strategies for successful positioning, growth potential or implementation of market positioning, for example, are incorporated into the overall concept and the necessary tools such as SWOT analysis, portfolio or Ansoff matrix are used.

recommended or required reading

•Kotler, P., Amstrong, G., Harris, L.C., and Piercy, N., J. (2019). Grundlagen des Marketing. 7. Auflage, Essex: Pearson Studium.
•Homburg, Ch. (2017). Marketing Management. Strategie – Instrumente - Umsetzung - Unternehmensführung, 6. Auflage, Wiesbaden: Springer Gabler.
•Wirtz, J., and Lovelock, Ch. (2016). Services Marketing: People, Technology, Strategy, 8th edition, Singapur: World Scientific Publication.
•Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management, Hallbergmoos: Pearson Deutschland GMBH.

assessment methods and criteria

Seminar paper, presentation, online test

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


name of lecturer(s)

English version will be available soon

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)