Strategic Marketing (WP)*

2. Study cycle, Master

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.

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• 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

• 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)

Online tasks, term paper, presentation, exam

English

3

15

2.0

Blended Learning

1

Prof. (FH) Dr. Peter Dietrich

1

11.MV.SIM.1.2

integrated lecture

Compulsory

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