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Strategic Marketing

level of course unit

second cycle, Master

Learning outcomes of course unit

Students will become familiar with the key concepts in strategic marketing and will appreciate their significance for organizations, the economy and society as a whole. They will become aware of the numerous aspects of strategic planning in an organization and will be able to draw conclusions for company performance (products, services, business models). They will also be able to integrate the analysis of environmental factors such as competitors, location and business partners into their considerations.

prerequisites and co-requisites

not applicable

course contents

Industry and marketplace analysis; differentiation of offers and positioning in the target market; product innovation and development; brand management; pricing strategy; business models and marketing organizations.

recommended or required reading

Kotler, P., Keller, K., Bliemel, F. (2007): Marketing-Management: Strategien für wertschaffendes Handeln. 12. Aufl., Pearson, München.
Meffert, H., Baumann, Ch., Kirchgeorg, M. (2012): Marketing: Grundlagen marktorientierter Unternehmensführung. Konzepte - Instrumente - Praxisbeispiele, Gabler Wiesbaden.
Porter, M. (2003): The Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press

assessment methods and criteria

written examination (seminar paper)

language of instruction

German

number of ECTS credits allocated

4

planned learning activities and teaching methods

Integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Vito Lo-Iacono

year of study

1. year of studies

recommended optional program components

not applicable

course unit code

SMA.2

type of course unit

compulsory (seminar degree)

mode of delivery

In-class course

work placement(s)

not applicable