Applied Marketing Project (E)

First Cycle

The participants:
• Plan a specific purpose-driven marketing campaign from start to finish
• Identify the available marketing options and distinguish their strengths and weaknesses
• Describe the elements of the applied marketing mix in a practical context
• Develop a marketing plan (for the project/campaign) based on considerations of the marketing mix factors
• Plan and implement media-specific activities in a needs-oriented manner

none

- Customer Segmentation (Classic/Sinus Milieus/Limbic Map)
- Positioning with Cube
- Omnichannel Marketing
- Paid/Owned/Earned Media
- Color Emotion Guide
- Social Listening
- New Marketing Perspectives

Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
Hollensen, Svend: Marketing Planning. Pearson (latest edition)
Accenture Life Trends (latest edition)
Rival IQ: Social Media Industry Benchmark Report (latest edition)

Projekt
Präsentation
Teilnahme

Englisch

3

- Challenge-/brief-based learning
- Students work in teams as an “agency” for a purpose-driven campaign
- Flipped inputs + tool demos
- Studio workshops (hands-on production)
- Case clinics (comparative analysis)
- Budget allocation
- A/B test planning
- Teams present how marketing options differ by market/culture/platform norms

2