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Strategic Marketing (WP)*
level of course unit
2. Study cycle, MasterLearning outcomes of course unit
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 and co-requisites
none
course contents
• 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 or required reading
• 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 of instruction
Englishnumber of ECTS credits allocated
3eLearning quota in percent
15course-hours-per-week (chw)
2planned learning activities and teaching methods
Blended Learning
