Strategic Marketing & Marketing Planning

Introduction

• The course Strategic Marketing and Marketing Planning prepares students for subsequent modules in the program. Students become familiar with selected core marketing instruments and their applications in marketing practice. They are able to explain which marketing theories underlie the marketing process and strategic instruments, and they can describe key theories and constructs related to consumer behavior as well as corporate and organizational behavior.
• Students understand strategic marketing considerations and develop a fundamental understanding of entrepreneurial thinking.
• Students prepare a supervised seminar paper on a marketing-related research question and apply fundamental principles of academic writing

none

The course Strategic Marketing and Marketing Planning introduces fundamental terms, theories, and concepts and further develops them through practice-oriented applications. In the online phases, students are introduced to the core concepts of marketing such as needs, desire, demand, and value proposition. By incorporating the STP model (Segmentation, Targeting & Positioning), the marketing management process is completed. To provide a solid foundation, the course also covers the marketing mix, the customer journey, social media, and the use of artificial intelligence as key elements of contemporary marketing practice. Particular emphasis is placed on designing a consistent customer experience as well as on current trends in sustainable and responsible marketing. Strategies for successful positioning, growth opportunities, and the implementation of market positioning are integrated into the overall framework, with essential tools such as SWOT analysis, portfolio models, and the Ansoff matrix explored in greater depth. An additional focus is placed on services marketing, with its specific challenges and instruments.

- Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing (8. Aufl.). Pearson Deutschland GmbH.
- Homburg, C. (2020). Marketing management: Strategie – Instrumente – Umsetzung – Unternehmensführung (7. Aufl.). Springer Gabler.
- Wirtz, J., & Lovelock, C. (2022). Services marketing: People, technology, strategy (9th ed.). World Scientific Publishing.
- Kotler, P., Keller, K. L., & Opresnik, M. O. (2023). Marketing-Management (16. Aufl.). Pearson Deutschland GmbH.

Seminar paper
Presentation

German

4

Group work, case studies, discussions, e-learning

2