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
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
number of ECTS credits allocated
planned learning activities and teaching methods
Integrated course, case studies, discussion, group work
semester/trimester when the course unit is delivered
name of lecturer(s)
year of study
1. year of studies
recommended optional program components
course unit code
type of course unit
compulsory (seminar degree)
mode of delivery