Strategic Marketing & Marketing Planning

English version will be available soon

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.

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The course Strategic Marketing and Marketing Planning takes up basic concepts, theories and concepts in online phases, which are further developed in the class-room phases. 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.

• 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.

Seminar paper and presentation

German

4

15

2.0

Group work, case studies, discussions, e-learning

1

English version will be available soon

MGL2

practice

Compulsory

not applicable