Strategic Marketing (WP)*

Second cycle, master's

The participants:
• derive operational marketing objectives from overarching corporate objectives based on a well-founded actual-state analysis and formulate them in a structured manner.
• analyze marketing strategies along the marketing mix factors and explain how these contribute to achieving defined marketing objectives.
• describe relevant key performance indicators for controlling marketing objectives and apply them systematically to measure success.
• evaluate case studies based on defined criteria and interpret developed competitor analyses with regard to strategic implications.
• analyze vision and mission statements and derive well-founded recommendations for marketing action from them.
• develop a SWOT analysis based on a situation analysis, the customer environment and the competitive situation, define marketing objectives based on this and interpret the marketing plan derived from it.

None

• Marketing in today's world
• Strategic marketing planning
• Gathering and analyzing marketing information
• Developing competitive advantages
• Customer segmentation
• Ethics and social responsibility in marketing strategy
• Implementing and controlling marketing measures
• Developing long-term customer retention measures

• Ferrell, O. C. et al.: Marketing Strategy, Cengage. (in der aktuellen Auflage)
• 1-2 aktuelle Journal Artikel (e.g., American Marketing Journal, Marketing Review St. Gallen)

Portfolio assessment

English

3

Blended Learning

1