Marketing Lab (WP)*

Second cycle, master's

The participants:
• analyze current market and marketing issues from practice, classify them on a well-founded academic basis and, building on this, develop new business models or strategically revise existing concepts.
• describe current marketing challenges precisely, structure them systematically and situate them within overarching theoretical and market-related contexts.
• independently work on complex marketing issues, discuss them in depth and present their results convincingly in a pitch situation in the form of a professionally developed strategy booklet.
• evaluate and compare the strategic effects of individual and overarching measures with regard to their long-term implications.
• assess and interpret interdisciplinary interactions between business model, marketing and adjacent disciplines and derive well-founded conclusions from them.

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• Selected current issues in the field of the market and/or marketing within the framework of a specific practical project, a virtual project or based on academic articles.
• Trends in economic conditions that have a lasting impact on the market and marketing.

• Kotler, P. et al.: Marketing Management. Pearson. (in der aktuellen Auflage)
• Aktuelle Journal Artikel (z.B. Journal of Marketing, Journal of International Marketing, etc.)

Portfolio assessment

English

4

Blended Learning

4